The dawn of a cookieless future, How to prepare?
What are cookies?
When you visit a website, tiny data blocks download to your computer’s browser text files that hold information about you, such as username and password. Your web browser info and your behaviour on the internet are a small part of code referred to as – cookies.
There are two types of cookies, first party and third party cookies.
First-party cookies remember things like your location and browsing history; cookies use this information to save shopping baskets even if you leave the site or display the correct currency.
Advertisers primarily use third-party cookies- these track user behaviour across sites to help build up a more comprehensive profile of users preferences.
Third-party cookies are the reason you keep seeing that ad for a handbag you looked at a couple
of weeks ago!
As 2022 draws closer, how to prepare for a cookieless future?
Apple’s iOS 14 update restricted the tracking ability of apps on their devices, notably those powered by the Facebook network.
Meanwhile, Google has been steadily and unwaveringly distancing from utilising third-party data.
For the best part of the last few decades, the cornerstone of marketing strategies has been sourcing an audience and, consequently, customers from third-party data.
Undoubtedly a powerful tool for any business – employing the information derived from user activity stored in cookies proved a very convenient strategy.
Alas, we are in an era where third party solutions no longer have the customer at the forefront; marketing at its most basic is about satisfying your customer’s needs as a means of making a profit.
It is worth remembering that this method was not one-sided; consumers benefited as well;
cookies have recompensed users providing specific product and service recommendations,
creating a more personal experience.
However, the misuse and privacy concerns are taking us into unexplored waters, with change
To digital marketers evolving rapidly to the ever-changing terrain of global market places is
nothing new. The second nature agility will help us help our clients move ahead into the new era
of digital marketing.
Accumulating First-Party Data and getting on a first-name basis with your customers
The first step essentially is to start nurturing and developing more substantial and more personal relationships with your customers, and accumulating first-party data is one of the most direct ways to do that.
Fundamentally, third-party data is just a bridge to a much better variety, first-party.
The value of this approach lies in offering a panoramic vision of the customer’s intent and needs and creating a platform for both parties where you and your customer can meet and fulfil each other’s expectations.
Few of the most potent benefits of first-party data:
Better personalisation drives improved customer experience and increases the chances of conversion both now and in the future.
It leads to more robust brand loyalty and engagement.
Fostering more substantial relationships with customers invariably leads to repeat sales, increases retention and helps expand brand message further.
The clear competitive advantage here (the one that third-party solutions can’t offer )- is that collected data is unique, and none of your rivals has access to these findings.It also enables innovative use of existing data.
For example, bundle and segment your data to convey a better placement and employment through the omnichannel process.
Quality and quantity of your first-party data – How to
First-party data is undeniably valuable but notoriously difficult to obtain. As the privacy concerns increased, so did the user’s awareness and reluctance to give up contact details, which led us directly to the slow death of third-party data. Rewarding customers with some perceived value in exchange for personal information is how to move forward.
Rewards could be a fashion brand releasing ‘behind scenes’ photoshoot stories or a B2B newsletter offering killer insight strategy, a restaurant offering a discount, whatever it is rewarding your audience is of paramount importance.
Navigating a momentous change is always tricky, and if anything to be remembered would be
this, every exchange with your customers is a contributory moment that helps deepen
understanding of customers wants and needs.
Constantly powering the relationship with rewarding interactions will unveil more ways to keep users happy. Conversation across the complete journey should be the most crucial element in your marketing strategy across every channel. This includes more dynamic and engaging social media campaigns, better leveraging your CRM, more capturing and supportive cycles across your email workflows.
how to improve the volume and calibre of your first-party data.
- Consolidate the value component for your audience.
- To improve your first-party data (quantity and quality), you need to get smarter with your
PPC campaigns. Following a simple formula such as adding more questions on data capture
forms will help pinpoint users intent.
- If Google and Facebook have been your base, you will do well to explore new channels. It
may do you good to have an unbiased look into Quora, Pinterest and more.
- Exploit new opportunities, such as utilising purchaser data from your CRM. In our
experience, taking a deep data dive into everything within CRM from different angles often yield
a fresh perspective.
- Improve the understanding of your website visitors. It is not just CRM that can reveal
unexpected results through a closer inspection. Take a good look at website analytic and find a
way to offer solutions to users who opt-out and reduce the impact of dark traffic.
- Consider offering value-driven email campaigns – helpful content that provides an actual
value to a user. We recommend building a knowledge base within your niche, going deep into the subject
- Producing e-books and white paper, well written and eye-caching presentations will
increase the incentive for users to submit data and connect with a brand happily.
In conclusion, adopting and thriving in the new digital marketing era will not be easy, should you
wish to discuss the possibilities. Contact now with one of our experts. We will help you navigate the new digital landscape.