E-news: New free lifecycle guide | Cookies depreciation delay | Ad profits long- vs short-term

Hi {NAME}, Did you know... 58% of advertising’s total profit generation happens after the first 13 weeks? This week we're sharing updated branding guidance, customer journey mapping templates, and Google's cookie depreciation delay. Plus, don't miss [57% off Starter Membership](... Updated: Brand storytelling guide Effective brand stories show how products or services are used, build loyalty, and position your brand as a trusted expert. Our 6-part [brand storytelling guide]( unlocks the fundamentals of developing powerful authentic stories for your brand. Updated: Digital branding guide Create a digital communications brand strategy in 7 steps with our [digital branding guide](. Examples in the guide focus on fast moving consumer goods (FMCG) brands, but these brand development techniques can be applied to other businesses too. Flash Sale - save 57% Achieve your marketing goals with a full year of Starter Membership and [save 57%]( for a limited time only. Get a full year's access to the RACE Growth System and over 200 marketing templates and online learning modules, including regular new and updated content on the latest marketing techniques. Why Choose Smart Insights? - We're Marketing Professionals—all advice is proven best practice from real world application, and updated regularly with new techniques - We're Trusted—since 2009, thousands of marketers have used Smart Insights to improve their results, learn new skills and keep up-to-date - Unlike other sites—that just give you research—we only deal in practical, actionable best practice that you can learn and apply Google delays third-party cookies depreciation plans [Google's announcement yesterday](confirmed another delay to the planned third-party phase out as it works to meet the requirements of the UK’s Competition and Markets Authority (CMA), stating "We will not complete third-party cookie deprecation during the second half of Q4". Breaking down short-term vs long-term profits for ads [A study analyzing £1.8bn of media investment]( across 10 media channels, 141 brands, and 14 categories, found that advertising on average has a short-term profit ROI of £1.87 per pound invested, which increases to £4.11 when sustained effects (up to 24 months) are included.​​​​​​ RACE technique: Navigating the customer lifecycle If your marketing plan involves segmenting new audiences, warm prospects, or repeat customers, you may already be tailoring your messages to these different groups' wants and needs. Free Members can use our [Navigating the customer lifecycle guide]( to plan an always-on approach actively targeting customers by their lifecycle stage, using our RACE Framework. Business Members can also use our best-practice [Customer journey mapping templates]( to audit customer digital experiences and content across multi-channel funnels and scale up the journeys which convert the most customers, efficiently. ​​​​​​ Have a good week, Dr. Dave Chaffey and the Smart Insights team If you'd rather not receive email updates you can [unsubscribe](.