Is there a link between a marketer and a 4 year old kid?
Guess what? Both love cookies.
Marketers have used these cookies to track website visitors, logins, shopping carts, and more. But recently, cookies, those tiny text files with small amounts of data, are really at risk. Google has announced the end of third-party cookies on its Chrome browser. Many marketers have been concerned about the same message.
In order to improve the record, Google will not replace third-party cookies with new tracking of individual users and intends to remove support for third-party cookies. For years, marketers have been using cookies for efficiency and productivity. However, when Google announced its plan to remove the third-party cookies from the Chrome browser by 2022, it came as a shock to many.
Privacy and anonymity are the two main reasons for this step. It aims to deliver results for advertisers and marketers while protecting customer data.
While Google Chrome isn’t the first company to step out of a third-party cookie system, it’s the most influential as it owns over 56% of the web browser market, half of all global traffic.
The basics you can expect
This pressing issue has not been well received by marketers, ad tech companies, and agencies. Top executives and vice presidents gave a number of spontaneous responses. But the real question is, is there anything marketers should be scared of?
The truth is that Google Chrome’s privacy efforts can have a significant impact on the marketing world. To be clear, hardly anyone would be aware of a third-party cookie system. There is no personalization of ads or monetization on websites. This will disrupt an entire ecosystem of marketing and advertising.
While the absolute truth lies before your eyes, there is always a silver lining in any difficult situation. Well, we’re talking about the shift – the significant shift in the consumer market. You can see the drastic changes in the future, and the best way to prepare for it is to “embrace change”.
Markets change faster than marketing. The only thing we can do is reinvent ourselves and come together as a consumer brand. This pivot point will help you adjust. Ultimately, you can come up with new alternatives and navigate through that change.
The truth behind the cookie is crumbling
Here are some truths behind the cookie change that marketers should know:
● Marketers are convinced that Google is no longer investing in tracking apps. But it will invest in other alternatives. Google has already taken its first step with its new Privacy Sandbox, technologies that track groups of people rather than individuals.
● Not all cookies are blocked. If you think that all of your cookie-related marketing campaigns have been in vain, this is not the case. Google’s announcement for 2021 mainly focused on first-party relationships. This means that any first party data you get from your website will remain autonomous. You can track the data of your website visitors without having to rely on external cookies.
● It will open many new doors for innovation in the advertising and marketing world. The news about the dissolution of cookies has amazed many marketing folks. Still, we can’t ignore the fact that creating alternative tools in an age of fewer options is like cracking the magic marketing code. As marketers, part of our job is to find innovative ads, pop-ups, and other creative ways to get you down to earth. This new cookie challenge will help us use creative muscles efficiently in our brand. In short, now is the time for innovation, creation and expansion.
● More than eliminating third-party cookies, marketers are concerned about the reason for opting out. This is because Google Chrome’s first-party cookies allow you to take full advantage of Google’s ads functionality. You can also use tools like Privacy Sandbox. This will be able to get a massive hit without the assistance of Chrome.
How to prepare for the cookie apocalypse
This shift can be real business within the advertising world, although we don’t know the answer to every question. We know that there is a significant change in the wave coming. Yes, it is difficult, but not impossible, to tweak and adjust some strategies.
You are actively looking for intelligent solutions. Here are five ways you can prepare and stay one step ahead of your competitors, even in this chaos:
● Invest in a first data strategy
In a world without cookies, organizing your first party data is key. As mentioned earlier, first party information is like a treasure to steal from your audience. Your audience will respect you for this gesture. While many brands are already striving for the same thing, finding new creative ways to invest in the First Data strategy is critical.
You can collect data in compliance with GDPR to appeal to your target audience without relying on third parties. It also helps you generate new revenue streams using segmented user data. Platforms such as CRMs, CDPs (customer data platforms) and billing systems are best suited for this purpose.
Recent statistics from eMarketer mention that 85% of US marketers said that improving their data usage with first-party providers is a high priority.
● Building your audience never gets old
People want brands and companies to be more responsible for their privacy and data. Build your audience with trust and credibility. You can start gathering the information you really need and leave the rest behind.
We all know that there has been a major shift towards marketing automation in recent years. According to statistics, 92% of marketing investments are made towards automation. This helps companies better understand their customers and serve their target audience with the most relevant media, and this is not the case anywhere. You can create target groups in DMP (data management platforms) and ensure target group enrichment. With the power of content and media activation, you can start from scratch.
There is no silver bullet for building a loyal audience. All you can do is review your strategy and manage, aggregate and analyze the consumer data. In the latter case, for the sake of simplicity, it can only be associated with a single identifier, such as a simple e-mail.
● Be as transparent as possible
In a world full of watered down content, what sets you apart is that you are transparent to your customers. You can overcome setbacks by being honest in the eyes of your audience. Showcase behind the scenes. You can also share the data you process to generate trust and reliability.
This improves the relationships between your brand and the audience.
For example, check out Evian’s pop-up cookie banners and how they customize cookie settings by being transparent. They provide convenience to their customers by being transparent.
● Access your tech geeks from a new perspective
It is important to understand how the data collected can affect your new marketing strategies.
The effects of cookie write-off can help you navigate several technical solutions. Also for different channels like Facebook, Google; It enables you to come up with new ideas.
As you can imagine, Google and Facebook have no plans to limit their future revenue opportunities with this new cookie change. When trying multiple technical solutions, the connectivity test, while more important, is not impossible.
Return to basic strategies for protecting your brand from legal impact. Use targeted ads, PPC ads, and brainstorming to reach your target audience without cookies.
● Prioritize the customer experience
We are entering a private world in which the requirements and satisfaction of our customers come first. From asking for approval to setting up new campaigns, it is important to always keep an eye on the customer experience.
Customer experience plays a different role in how your brand is used. It can help you assess your potential target audience and define different points of contact.
The hunger to be the best in terms of customer satisfaction is there for all brands and companies. No matter how well your new strategies are received. Still, it’s important to create a scalable environment that meets your customers’ needs and aligns the content with the consumer’s goals.
In short, avoid falling into clickbait conventions, articles, or other forms of content.
Striving for a more consumer-friendly ecosystem can be a major challenge in the future. As marketers, we are always looking for positive returns. The natural way to achieve this is to have a healthy relationship with your audience.
Trust and reliability can handle any challenge for both brands and consumers. The result will be an ecosystem that serves everyone – consumers, marketers, and advertisers.
Companies have already started preparing and learning the new rules of the game in order to break them later.
The question now is: are you ready to change your marketing strategy 180 degrees?