Everything You Need To Know About Cookieless Marketing
Amid the growing rise of user privacy concerns, and with tech giants including Apple, Google, and Facebook implementing new data restrictions, 3rd-party cookies will eventually be phased out once and for all. So, you’re probably wondering how these regulations will impact your digital marketing efforts for your business. But don’t fret! Integrated Media Group is here to help you prepare so that your cookieless marketing efforts will survive and thrive in a post-cookie world.
Understanding Data Types and User Privacy
Whether you’re downloading the latest App or perusing the web while sipping a cup of joe, with every click of your keypad, you are leaving tiny breadcrumbs of data, also known as cookies —bits of data that contain personal consumer identifiers.
However, you should know, when it comes to data, there isn’t a “one size fits all” approach and that there are three different types, including:
- 1st party data—Considered to be the most valuable since it’s information directly provided by customers.
- 2nd party data—First-party data that a company shares or sells to a non-competitive partner. Usually, this occurs when companies collaborate when creating content and then share their customer contact list for distribution.
- 3rd-party data—And finally, the sketchiest of all data is information collected by data collection companies that’s then sold for a profit.
The problem with 3rd-party cookies arises from questionable ethics as to how consumer data is being collected and then used. One survey by Consumers International and the Internet Society reported that “75% of consumers distrust the way their data is shared,” thus sparking new discussions on the need for increased protection for user privacy and the decision to do away with 3rd-party cookies altogether. IMG’s team of digital marketing specialist aim to build a symbiotic relationship between a brand and its consumers. Read some of our customer testimonials to see the many ways we’ve helped businesses nurture relationships with their consumers.
Switching From CDPs vs. DMPs
Saying adios to 3rd party cookies means transitioning from DMPs, or Data Management Platforms, that only use third-party data and assist online advertisers by handling anonymous cookie IDs for their sites in addition to segmenting audiences to now relying on CDP systems.
In comparison, CDPs or Customer Data Platforms rely on gathering and sorting first-party data provided by the consumers. A company then uses that collected data to provide a tailored customer experience. Turning the tide away from invasive and unethical procedures allows a more holistic approach to collecting and using customer data.
Let us explain.
Here’s how it works in a nutshell —a cookie gets loaded onto their computer each time you click on an ad and continues to track user behavior across all sites. Essentially DMP operates like a big brother, keeping constant surveillance of every digital move you make. So, even though you may be acting anonymously, each site visited drops a cookie crumb allowing the DMP to identify an exact individual based on user behavior.
Now that we bid a farewell to 3rd-party cookies, these DMP sites will only be able to rely on first-person data, and new audiences won’t be added and tracked.
Will The Death Of 3rd-Party Cookies Help or Hurt My Marketing Efforts?
So, you’re probably wondering, “Will this sabotage my business and our marketing efforts?”
The short answer: It doesn’t have to.
The switch mentioned above from DMPs to CMPs places the power back into the consumer’s hands, thus fostering a newfound consensual relationship between a company and its consumer. Online users can rest assured, no longer having to look over their shoulder, worried that some greedy data collector will steal all of their cookies. Believe it or not, the ban on 3rd party cookies might help your marketing efforts. However, it might be advantageous to call in a professional, as many businesses find it easier to outsource their digital marketing.
For starters, companies working with meaningful first-party data improve their Ad targeting by reaching customers who only show genuine interest by engaging with their brand. And with server-to-server tracking, not only do brands have complete control over the data they share with advertising platforms, it serves as a more accurate method when it comes to collecting data.
According to a recent survey, 81% of customers said they need to trust a brand before buying from them. First-party data can power highly personalized customer experiences and establishes a more trusting and transparent relationship with their audience.
Not only that, a CDP can automate audience creation and synchronization in real-time and arms advertisers with only the most reliable and relevant information about their customers. Undoubtedly, an increase in reach equates in an improvement in ROI.
Contact IMG Today To Survive Marketing In A Cookieless World
Look, there’s no need to become a monster now that you’re all out of cookies. If, after reading this, you’re still scratching your head. Don’t worry, we’ve got you covered!
IMG is a full-service digital marketing agency offering comprehensive services, including search engine optimization, social media, email marketing, lead acquisition, and more! We’re a one-stop-shop for all your digital marketing needs and have offices in Massachusetts, Rhode Island, and New York.
Whether your business needs help navigating how to incorporate cookieless digital marketing into their strategy or needs help producing quality content for your website or blog, we can help!
Why cry over cookies when you can have pie instead?
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