The impact of a cookieless future

Google's decision to phase out cookies has emerged as a central concern for marketers. Various browsers are taking preemptive measures by blocking these tracking mechanisms, driven by the imperative to adhere to regulations such as the California Consumer Privacy Act and the European Union's General Data Protection Regulation. 

Companies are aware this major shift is happening, but this sense of urgency isn't strong enough - as marketers, we have to adapt to the circumstances with the correct strategy and the companies that don’t will most certainly get caught flat-flooded when this major shift happens. 

“Companies need to overhaul their advertising strategies to prepare for a dramatically different landscape,” states an April 2022 industry report. “The game is about to change.”

For many years, cookies have been a key factor in online advertising because they keep a track of customer’s actions such as sign ups, add to cart, items, etc. This allows a seamless site experience allowing us to re-target ads based on their actions. 

Bringing back the first-data approach:

This major shift - perhaps one of the most dramatic changes digital advertising has encountered, brings us back to 1990 when cookies began, when marketing strategies were all based on first-party data.

First-party data is defined as all the information collected directly by a company. This includes data from CRM systems, loyalty programs, website browsing analytics, responses to advertisements, and more. It serves as the foundation of the relationship between the company and its customers.

This data can only provide us with precise direct information that the company provides us, so it makes targeting harder as the data is much smaller. However, there are some upsides to it.

1. First-party data enables brands to enhance the overall customer experience. Through the analysis of customer data, brands can analyse pain points, anticipate needs, and deliver relevant and timely communications, offers, and recommendations, improving customer satisfaction overall. 

2. First-party data also offers brands a competitive advantage. By utilising their own proprietary data, brands can distinguish themselves from competitors and craft unique selling points..

3. First-party data also allows more personalization and targeting. With a comprehensive dataset, brands can provide customised experiences to individual customers.

4. Message reaches the right customer at the right time. 
   

   As cookies crumble, it’s important to know how to collect this type of data.

First party data can be collected through many different methods, in this article we are going to cover four of the main PPC-focused strategies to obtain it. 

1. Use lead gen forms 

   There are numerous channels offering lead generation options. While LinkedIn and Facebook are commonly considered, don't overlook Google (available for Search, YouTube, and Discovery campaigns) Additionally, depending on your industry, lead generation forms can be utilised to gather varying degrees of information crucial for enhancing your marketing strategies.

2. Use custom questions to pre-qualify better segment users

   Custom questions not only help in qualifying leads but also provides the opportunity to gather more information about your target audience. This enables you to better tailor your marketing efforts towards similar audience types in the future.

3. Test out more channels and more mediums 
   Each advertising platform offers distinct targeting options. By leveraging these diverse targeting features, we can identify new users who are likely to visit our websites and provide us with their information.

4. Spend more time focusing on brand building 

   To gather more user information brands need to provide content they truly desire. Building brand trust is crucial, especially for lesser-known companies this is becase users are more likely to engage with and trust brands they believe in.

Summary… The future without cookies it’s still bright

This is an exciting opportunity for us marketers to work harder trying to create a direct connection between businesses and consumers, but it’s a big change and we need to be prepared to adapt and start making changes now. Let us seize this moment to reimagine our approaches, cultivate authentic relationships, and drive impactful results that propel our brands forward into a future of boundless possibilities.

With Bloombird Digital as your trusted partner, we have over a decade of experience working with and without cookies. We can confidently navigate the complexities of today's business landscape, ensuring sustainable growth and success in the long run, get in touch for support.