How can you prepare your business to opt-out of third-party cookies?
One of the most important tools in the world of digital marketing is the third-party cookie, which Google is phasing out completely by 2024. While this is a concern for many companies, there's no need to panic. With new challenges come new opportunities.
In this article, we've put together a round-up of how you can prepare for a new era of data mining.
But why do we love third-party cookies so much?
In short, because they are very useful for targeting online advertising and collecting customer data.
The good news is that you won't be left without tools when they disappear!
What's the solution?
The power of first-party data
While the disappearance of the third-party cookie limits traditional data collection options, first-party data - that is, information collected first-hand from your own website visitors and customers - is valuable and reliable. Take advantage of the potential of your web analytics tools and your own database to gain even more insight into your customers' behaviour and preferences.
Marketing automation
Automation lets you send targeted offers and messages to each of your customers. Whether it's a customer who has just discovered your product/service or a returning customer, they will feel that you are speaking directly to them. Not to mention, you can automate your workflow, measure back and optimise your campaigns with ease.
Performance-based marketing
Performance-based marketing will become key in the future. Take advantage of A/B testing, adapt your ads and content based on results to get the best possible results.
Content marketing and social media
Get ready, your content marketing and social media strategy will become even more important! With quality content and valuable information, you can not only attract new visitors, but also increase engagement with existing ones.
AI
Artificial intelligence can help you effectively personalise your messages even in an environment without third-party cookies. By deploying AI, you can understand your customers' behaviour and needs, enabling you to target them with more relevant newsletters, pop-ups and web pushes.
Opting out of third-party cookies may sound daunting at first, but be prepared. By focusing on marketing automation, self-data, performance-based marketing, content marketing and AI technologies, you can build a successful marketing strategy focused on your customers' needs.
If you need professional help, we're here, feel free to contact us!