Guess what? They both love cookies.
Marketers have tracked website visitors, logins, shopping carts and more with these cookies. But lately, cookies, those tiny text files containing small pieces of data, are in real danger. Google has announced the end of third-party cookies on its Chrome browser. Many marketers have worried about the same message.
To set the record straight, Google will not replace third-party cookies with new individual user tracking, and it also intends to remove support for third-party cookies. For years, marketers have used cookies for efficiency and productivity. But when Google announced its plan to remove third-party cookies from the Chrome browser by 2022 – this has come as a shock to many.
The protection of privacy and anonymity are the two main reasons for this step. It wants to deliver results to advertisers and marketers while protecting customer data.
While Google Chrome is not the first to break out of the third-party cookie system, it is the most influential as it holds over 56% of the web browser market, or half of total global traffic.
The basics you can expect
This pressing issue has not been welcomed by marketers, ad technology companies, and agencies. Senior leaders and vice-presidents gave a range of impromptu responses. But the real question is: is there something marketers should be afraid of?
The truth is, Google Chrome’s privacy efforts can have a significant impact on the marketing world. To be clear, a third-party cookie system would hardly be familiar to anyone. There will be no ad personalization or monetization on the web pages. This will disrupt an entire marketing and advertising ecosystem.
While the absolute truth is before your eyes, there is always a silver lining in every difficult situation. Well, we are talking about the change – the significant change in the consumer market. You can see the drastic changes coming, and the best way to prepare for them is to “embrace the change”.
Markets change faster than marketing. The only thing we can do is reinvent and come together as a mainstream brand. This pivot helps you adjust. Ultimately, you can come up with new alternatives and navigate through that change.
The truth behind cookie crumble
Here are some truths behind the cookie change that marketers should know:
● Marketers believe Google will stop 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 prohibited. If you think all of your cookie-related marketing campaigns are unsuccessful, they aren’t. Google’s 2021 announcement focused primarily on first-party relationships. This means that all of the first party data you get from your website remains self-contained. You can track the data of visitors to your website without the use of external cookies.
● It will open many new doors for innovation in the world of advertising and marketing. The news of the disintegration of cookies amazed many marketing enthusiasts. Yet we cannot ignore the fact that creating alternative tools, even in an age of fewer options, is cracking the magic code of marketing. As a marketer, delivering innovative ads, pop-ups and other creative ways to gain traction is part of our job. This new cookie challenge will help us effectively use the creative muscles of our brand. In short, the time has come to innovate, create and grow.
● More than the elimination of third-party cookies, marketers worry about the reason for the phase-out. The reason is that, thanks to Google Chrome’s proprietary cookies, you will be able to take full advantage of the Google Ads feature. You can also use tools like Privacy sandbox. It could take a huge hit without any support from Chrome.
How to prepare for cookie apocalypse
This change can be a big deal in the advertising world, when we don’t know the answer to every question. We know a big wave change is coming. Yes, it is difficult but not impossible to polish a few strategies and adjust them.
Since you are actively looking for smart solutions. Here are five ways to prepare and stay ahead of your competition even in this chaos:
● Invest in a strategy based on first data
In a world without cookies, organizing your proprietary data is key. As stated before, first-party information is like a treasure that you can take away from your audience. Your audience will respect you for this gesture. While many brands are already aiming for the same thing, it is essential to develop new and creative ways to invest in the first-data strategy.
You can collect data in accordance with the GDPR to target your audience without involving a third party. It also helps you generate new revenue streams using segmented user data. Platforms such as CRMs, CDPs (Customer Data Platform), and billing systems are best for this purpose.
Recent statistics from eMarketer report that 85% of US marketers say improving their use of first party data is a top priority.
● Building your audience never gets old
People want brands and businesses to be more responsible for their privacy and data. Start building your audience with confidence and credibility. You can start collecting the information you really need and leave the rest.
We all know that in the last few years there has been a big shift towards marketing automation, and statistics show that 92% of marketing investments are in automation, it helps companies to better understand their customers and to serve their audience with the most relevant media and it doesn’t go everywhere. You can build audiences in DMP (data management platforms) and ensure audience enrichment. With the power of content and media activation, you can start from scratch.
There is no quick fix to successfully building audience loyalty. All you can do is revisit your strategy and manage, federate, and analyze consumer data. In the last one, it can only be connected to a single ID as a simple email for convenience.
● Be as transparent as possible
In a world full of diluted content, stand out by being transparent to your customers. You can overcome setbacks by being honest with your audience. Take a look behind the scenes. Besides, you can share their data which you process to generate trust and reliability.
It improves the relationship between your brand and your audience.
For example, please see Evian pop-up cookie banners and how they adjust cookie preferences by being transparent. They offer comfort to their customers by being transparent.
● Access your technician side with a new perspective
It is essential to acquire knowledge about the impact of the data collected on your new marketing strategies.
The impact of the deprecation of cookies can help you navigate several technological solutions. Even for different channels like Facebook, Google; it allows you to brainstorm new ideas.
As you can guess, Google and Facebook are not planning to limit their future earning opportunities with this new cookie change. If you try more than one technological solution, the connectivity test will be more important but not impossible.
To protect your brand from all kinds of legal repercussions, go back to basic strategies. Use hyper-targeted ads, PPC ads, and think about how you can reach your audience without cookies.
● Prioritize the customer experience
We are entering a private world where customer requirements and satisfaction are paramount. From asking for consent to creating new campaigns, it’s essential to keep the customer experience always in mind.
Customer experience plays a different role in enhancing your brand. It can help you assess your potential audience and define different touch points.
The thirst to be the best in terms of customer satisfaction is there for all brands and companies. It doesn’t matter how good your new strategies are. Still, it’s critical to create a scalable environment that meets the needs of your customers and aligns content with consumer goals.
In short, avoid falling into clickbait conventions, articles, or any other form of content.
The quest for a more consumer-friendly ecosystem can be quite difficult in the future. As marketers, we are always looking for a positive ROI, and the natural way to achieve this is to have a healthy relationship with your audience.
Trust and reliability can overcome any challenge for both brands and consumers. The result will be an ecosystem that serves everyone – consumers, marketers, and advertisers.
Companies have already started to prepare and learn the new rules of the game only to break them later.
Now the question is: are you ready to take a 180 degree turn in your marketing strategy?