Delivering Personalized Data in the Cookieless Future
Browsers are phasing out cookies in response to privacy and regulatory concerns. This is upending business models for online marketers who have traditionally used cookies to personalize their advertising and measure its effectiveness. The industry is now searching for new ways to fill the data-driven marketing void.
A Move By Search Engines
Apple's Safari browser and other browsers already block cookies, and Google plans similar action in 2023 for its Chrome browser.
The new Safari privacy measures will mainly affect third-party cookies. These are cookies that are loaded onto websites from third-party servers for advertising and tracking purposes and are not part of the main website that a user visits.
First-party cookies are still safe since they are directly tied to the website and help the browser remember key information, such as which items you add to shopping carts, your username and password, and language preferences.
Impact on the Marketing Industry
Here's how this move into a cookie-less future will affect how marketers function:
1. First-Party Data Will Become More Important
First-party data is critical for marketers because it allows them to understand their customers better. With first-party data, marketers can collect information such as emails, phone numbers, addresses, purchase history, and cookies with customer consent. This gives marketers a more personal approach to marketing, which can be very beneficial in terms of building relationships with customers and providing them with the best possible experience.
2. Access to First-Party Data Means User Personalization
First-party data is data that customers voluntarily and consensually share with the brands they support. This data is incredibly accurate and provides brands with insight into their customers that they would not be able to get from any other source. This data allows brands to personalize their campaigns and workflows to match their customer's journeys. Additionally, first-party data is unique and more standardized than other data sources. This uniqueness allows brands to find differentiators quicker than their competitors and deliver experiences their audiences genuinely seek.
3. Websites Will Become Cookie-Independent
Cleaning up your database and relying more on first-party data lets you get more relevant information to your customers. You need to use more landing pages, forms, subscriptions, membership programs, emails, service calls, chatbots, mobile app data, offline surveys, social media channels, and website visitor tracking. You will also need a new data infrastructure to store and use all this data. A customer data platform can help you gather, unify, and manage data across the department—owned channels to build a 360-degree customer view, which gives you a better understanding of your customer.
4. Data Analytics and Prediction Tools Will Be Used to Improve Engagement
Building a comprehensive customer database is essential for understanding your customer base. You can continuously update and access this data using the right tools in real-time. Use powerful analytics and prediction tools to extract deeper customer insights to make the most of your customer data.
Marketing Cloud Intelligence provides data and insights that can be used to improve cross-channel marketing campaigns and activities. With enhanced segmentation, testing, and reporting, marketing efforts can be more targeted and personalized, resulting in a better customer experience. AI can help you understand your customers better and give them what they want.
Browsers phasing out cookies, which will upend their business models, is a primary concern for online marketers. Cookies have traditionally been used to personalize advertising and measure its effectiveness, but without them, marketers will have to find new ways to do this. This could potentially lead to less effective advertising, as well as less user privacy.
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