As we move towards a cookie-less future, gathering first-party data through alternative targeting methods as well as building direct relationships with customers will become even more important for brands. Check out some steps Eitan Reshef outlines in his recent post to ensure brand readiness ⤵ #cookielessfuture
Are you prepared for the elimination of third-party cookies? ❌🍪❌ Google has restricted third-party cookies for 1% of Chrome users in January 2024 and plans to phase them out completely by 2025. This delay gives brands extra time to get ready, but you should prepare in advance to maintain an effective digital marketing strategy. I’m outlining some key steps to take to ensure readiness for a cookie-less future: ✅ Encourage your users to share their data directly with you through direct interactions and digital footprints. Develop a strategy to capture this data effectively, so you’re not scrambling when third-party cookies are no longer available. ✅ Create personalized content and experiences to build trust and encourage users to willingly share their data. Salesforce reports that 65% of customers remain loyal to brands offering a more personalized experience. ✅ Instead of relying on individual user data, place your ads on pages with content closely related to your products or services. This contextual targeting approach respects user privacy while still reaching relevant audiences. ✅ Partner with other brands or platforms to share user data, since such collaborations can help fill the gap once third-party cookies are removed. 54% of companies claim that brand partnerships generate over 20% of their total income. ✅ Look into alternative tracking technologies and solutions that aim to provide targeting capabilities without compromising user privacy. ✅ Diversify your advertising efforts across different platforms with an omni-channel approach to reduce reliance on third-party cookies. Be sure to track Google updates and adjust your marketing strategy accordingly. That way, you can effectively reach your target audience, even without third-party cookies. If you want to dig into this more, feel free to contact the team at Blue Wheel!
