The Grip is a newsletter that compiles essential news and insights for bold healthcare marketers, brought to you by Grippi Media .
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After several years of delaying its breakup with third-party cookies, Google has officially reneged on its plans to part ways with them altogether. The move isn’t shocking but is certainly significant for marketers.
So, how will this shift impact online privacy and marketing strategies? Find out in issue 11 of The Grip!
Other stories from this issue include:
👉 Underground Recession: The Hidden Strain on B2B CMOs
👉 CWV & Google Page Experience Ranking Factor Updated
👉 AI Has a Big Future in Healthcare - But Only If Workers Can Embrace It
👉 Why Marketers Keep Refreshing Brands Instead of Betting on Splashy Ads
I Can’t Believe That’s a Keyword
Using Semrush, we hunt down bizarre (and totally real) search queries and try to answer them.
This Week’s Keyword: Why Do Lizards Do Push Ups?
Avg. Monthly Search Volume: 3,600
Answer: I thought this keyword might be users looking for the punchline to a dad joke...but it turns out I was wrong. A lizard might drop and do 20 as a way to impress potential mates with its machismo, or to scare other lizards into hitting the bricks. Totally B.A.!
Top Stories We’re Tracking
Essential marketing and healthcare headlines of the week.
Google has Changed its Mind About 'killing' Third-Party Tracking Cookies
In a move that surprised mostly no one, Google has announced it will not eliminate third-party cookies from its Chrome browser, reversing a plan it initiated four years ago. Initially, Google aimed to phase out cookies, which track users across the web, to enhance privacy. This decision was seen as a victory for user privacy advocates.
However, Google's recent update reveals that third-party cookies will remain, albeit with new privacy options for users. Google plans to introduce a feature in Chrome allowing users to make informed privacy choices that affect their entire web experience. This pivot comes after feedback from developers, publishers, regulators, and the ad industry, emphasizing the need for a balance between privacy and advertising needs.
Earlier this year, Google rolled out the Privacy Sandbox to a small percentage of Chrome users, replacing cookies with an Ad Topics API. This API groups users into ad categories, allowing for targeted ads without individual tracking. Despite the progress, Google's new direction will continue to support third-party cookies by default, offering the Privacy Sandbox as an alternative option.
The details of this new user privacy experience in Chrome have yet to be fully disclosed. Nonetheless, Google’s decision underscores the ongoing tension between enhancing user privacy and maintaining a lucrative yet somewhat creepy, but effective, online advertising ecosystem.
📄 Read Article (Source: Mashable)
Underground Recession: The Hidden Strain on B2B CMOs
A recent survey by Bospar, CMO Huddles, and Redpoint reveals a stark reality for B2B CMOs, highlighting an "underground recession" impacting marketing departments.
Despite robust macroeconomic indicators like a rising S&P 500, 69% of surveyed CMOs believe their industry is in a recession.
The survey identifies key challenges: budget cuts, longer deal cycles, staffing reductions, and heightened pressure to deliver more with less.
With 77% of marketing leaders reporting flat or reduced budgets and 38% experiencing significant budget cuts, the financial constraints are profound.
Furthermore, extended deal cycles and widespread layoffs are exacerbating the pressure on marketing teams, leading to increased workloads and stress. The personal toll on CMOs is significant, with many reporting deteriorating health and well-being.
To navigate these tough times, CMOs are urged to expand their roles, concentrate on impactful ideas, and leverage AI to enhance efficiency.
📄 Read Article (Source: Bospar)
CWV & Google Page Experience Ranking Factor Updated
The June 2024 Chrome User Experience Report (CrUX) reveals real-world improvements in Core Web Vitals (CWV) performance scores for Google.
The report shows incremental gains across metrics like Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Interaction to Next Paint (INP), indicating ongoing efforts to enhance website performance. Whoever titled these metrics should be banned from naming babies...just sayin'...
Changes in how INP is measured, particularly for dialog modals, have contributed to these positive trends.
While the Page Experience Ranking Factor's influence may be modest, improving CWV scores is crucial for enhancing user experience, conversions, and ad clicks. Website publishers can leverage CrUX data to evaluate and improve their performance, keeping them competitive in the ever-evolving digital landscape.
📄 Read Article (Source: Search Engine Journal)
AI Has a Big Future for Healthcare but Only If Workers Can Embrace It: Report
A recent survey highlighted in the Future Health Index 2024 report reveals that 85% of healthcare leaders are investing in generative AI to address staff shortages and improve efficiency.
However, nearly two-thirds of healthcare professionals remain skeptical about AI, posing barriers to successful implementation and compounding the many challenges in healthcare.
The report underscores the importance of involving staff in the AI adoption process to ensure its benefits are realized. As healthcare leaders focus on increasing the adoption of digital technologies, they must also address concerns about data bias and ensure transparent and interpretable AI solutions.
Virtual care and remote patient monitoring are also identified as key strategies to bridge the staffing gap and improve patient outcomes.
📄 Read Article (Source: Fierce Healthcare)
Why Marketers Keep Refreshing Brands Instead of Betting on Splashy Ads
Rebranding remains a key strategy for many marketers in 2024, with companies across various sectors embracing brand refreshes to stay agile and relevant.
Marketers are focusing on building brand awareness and investing in holistic strategies that align with consumer behavior changes.
The trend towards rebranding reflects a shift from performance marketing to brand-building activities, with 36% of marketers planning to increase their investment in brand marketing this year.
Successful rebrands, like those by Ocean Spray and Manischewitz, highlight the importance of leveraging insights and creative design to engage new audiences and drive growth.
📄 Read Article (Source: Marketing Dive)
Our Latest Podcasts
Recent episodes of the podcasts that we produce.
Why Homelessness is a Public Health Crisis
A recent Supreme Court ruling has granted local officials the authority to arrest homeless individuals found sleeping in public spaces.
According to the U.S. Department of Housing and Urban Development, the number of homeless Americans has risen to over half a million and shows no signs of slowing down.
With homelessness growing nationwide, what will be the impact of this decision?
Will it effectively reduce homelessness by directing unhoused individuals to local resources?
Or does it represent a harsh and unusual punishment that criminalizes homelessness?
In this episode of CareTalk Podcast: Healthcare. Unfiltered., where hosts David E. Williams and John Driscoll explore the implications of this landmark ruling and its far-reaching effects on affected individuals and communities nationwide.
Evolving Long-Term Mental Health Solutions
Extended care has frequently faced challenges in accessing and effectively implementing mental health support for long-term care.
This week’s guest believes it’s time for a change.
In this week’s HealthBiz Brief, Rocco C., Business Builder for Red Rock Capital & Advisory, discusses the inadequate state of mental health treatments in long-term care and explains how leveraging advanced-practice nurses and telehealth can better support patients, families, and medical providers.
Decoding Infant Cries to Enable Timely Interventions with Roberto Iannone from Zoundream
Imagine if a baby’s cries were no longer a mystery, but a window into their needs and well-being.
Today we welcome Zoundream to the show, a company focused on transforming infant care through advanced cry analysis.
Roberto Iannone, CEO and Founder of Zoundream, joins Alex Merwin, Head of Growth for Healthcare & Life Sciences Startups at AWS, to discuss Zoundream’s groundbreaking solution that utilizes AI to analyze infant cries and sounds in real-time, pinpointing reasons such as hunger or tiredness with remarkable accuracy and also detecting digital biomarkers for conditions like autism, with the potential for providing lifelong benefits for babies and their families by enabling earlier diagnosis.
What We’re Listening To
New music that has been inspiring us
Chanel Beads - Your Day Will Come
Chanel Beads has been generating a ton of buzz around NYC in recent years. Their debut album, Your Day Will Come, sees the band transcending the buzz, emerging as a creative force to be reckoned with. Rivaling the experimental sound and elusiveness of His Name Is Alive’s Home Is In Your Head, but with greater focus and optimism, Your Day Will Come is an album that instantly sticks with you but never overstays its welcome. This record is a surefire mainstay in my Spotify rotation and a contender for my favorite album of the year.
As always, thanks for reading - and don't forget to subscribe!
See you next week! 👋
-Vincent Grippi, Founder & CEO of Grippi Media
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