Cookieless Marketing: How Digital Marketers Can Adapt to It
5.00/5For years, you’ve likely relied on third-party cookies to understand your audience and deliver personalized content. But now, browsers like Google Chrome are phasing out these cookies.
What does this mean for you?
It means that finding alternative solutions to track and understand your target audience has never been more crucial. Luckily, you still have time before the “cookie apocalypse” takes full effect.
Google Chrome restricted third-party cookies for 1% of its users from January 4th, 2024. Plans to restrict these cookies for 100% of users are in place.
While cookieless marketing may seem challenging, it also presents opportunities to build deeper, more meaningful connections with your target audience.
In this article, we will explore what cookies are and why they are disappearing. We will also discuss how digital marketers can adapt to the cookieless era.
Let’s get started.
What are Cookies and Why Are They Disappearing?
You’ve probably encountered pop-ups asking you to accept cookies each time you visit a new website.
Well, cookies are tiny text files that websites place on users’ browsers to monitor customer behavior.
Once you discover what your potential customers like, you can offer personalized content, get better results from online strategic advertising, and improve user experience.
But lately, these cookies seem to be disappearing.
This is probably due to the increasing concerns about online privacy and consumer data protection. Major web browsers, like Safari and Firefox, have already started limiting third-party cookie tracking.
What’s more, Google Chrome announced plans to phase out third-party cookies by 2023. However, Chrome later postponed the cookie ban to the third quarter of 2024 due to issues with Google’s Privacy Sandbox technologies.
The Impact of Cookieless Marketing
According to a Datonics study conducted in 2022, about 53% of respondents stated they used third-party data in digital marketing campaigns.
This means the shift towards cookieless marketing will bring significant changes, with several notable impacts on the digital marketing industry.
Cookieless marketing might affect your marketing efforts in the following ways.
1. Reduced Data
Without third-party cookies, you may lose access to valuable data like users’ browsing behavior and retargeting data.
Losing crucial data can be quite detrimental to your marketing efforts given the numerous benefits of retargeting. You can refer to the guide by Attrock to learn more about the advantages of retargeting.
Since you will no longer have insights into consumer interests, you will face difficulties in delivering targeted ads and personalized experiences.
2. Limited Targeting
Cookieless marketing will limit your ability to target specific audience segments accurately. How, you may ask?
It will be difficult to know what type of content or ads are relevant to your audience without third-party data. In fact, it’s like throwing a dart blindfolded. There is a chance that you might hit or miss the target.
3. Performance Measurement Challenges
You most likely use traditional metrics, such as click-through rate, engagement rate, and conversion rate to monitor your campaign’s performance.
Since these metrics rely on cookie data, you may struggle to gauge the impact of your digital marketing efforts in the future.
4. Emphasis on Privacy and Transparency
Cookieless marketing emphasizes the importance of respecting user privacy and being transparent about it from the start.
Consumers today want to know exactly how brands are using their information. About 66% of US consumers stated that they would trust a company that is transparent about how it plans to use their data.
You can earn your audience’s trust by respecting their privacy and clearly explaining how you collect and use their data.
5. Increased reliance on first-party data
First-party cookies might save the day as third-party cookies disappear. Collecting first-party data yourself might still provide valuable insights into customer behavior and interests.
You can directly obtain first-party customer data through website and app interactions.
How Digital Marketers Can Adapt to Cookieless Marketing
Despite the challenges, digital marketers like you can still adapt to a cookieless world. In fact, according to a 2022 Statista survey, 59% of marketers were already preparing for a cookieless future.
Here are some key marketing strategies to help you prepare for the future..
1. Utilize First-Party Data
It refers to the data you collect directly from your customers. It includes purchase history, email addresses, product references, demographics, and more.
As third-party cookies are being phased out, relying on your customer data can provide a more sustainable and personalized approach to marketing.
Here are some ways you can adapt to cookieless marketing by using first-party data.
- Use consent-based data collection: Encourage users to share information through clear and transparent opt-in mechanisms willingly. Provide users with an easy way to withdraw their consent.
- Provide value in return: Offer value through personalized content or exclusive offers to encourage potential customers to willingly share their data.
- Use Customer Relationship Management (CRM) systems: Use CRM systems like Salesforce or Zendesk Sell to gather customer data from various sources.
- Implement data collection strategies: Use newsletter sign-ups, account creations, surveys, and preference centers to collect first-party data directly from users.
2. Leverage Contextual Advertising
You don’t necessarily need a user’s browsing activity history to display relevant ads. Instead, you can present them with ads relevant to the current content they are viewing.
For instance, if a user is reading an article about running shoes, you can present relevant ads for running shoes on the page. These ads appear regardless of the user’s past browsing history.
This approach respects user privacy while still providing an effective means for you to connect with your audience.
The best part is that you don’t have to do it alone. If you don’t have an in-house team, you can hire a full-service marketing agency to help you out.
Here are a few strategies to make the most out of contextual advertising.
- Utilize content analysis tools: Use advanced tools and technologies like Google’s Natural Language API to analyze web page content. NLP and keyword analysis can help you understand content themes and topics.
- Target relevant keywords: Create a list of relevant keywords related to your product or service. Use these to target specific audiences and enhance the relevance of your ads.
- Create engaging ad formats: Go beyond plain text ads and utilize visually appealing formats like native ads or video ads. These ad formats blend seamlessly with the webpage content.
3. Use AI and Machine Learning
Artificial Intelligence (AI) and Machine Learning (ML) provide innovative ways to understand and engage with users without relying on cookies. These technologies may be the future of digital marketing in the cookieless era.
Ascend2’s State of Marketing Automation report shows that 32% of marketers are using AI and automation to personalize email messages.
You can leverage these technologies to analyze user behavior patterns, predict preferences, and deliver personalized content.
Let’s take a look at how you can utilize AI and ML in cookieless marketing.
- Use AI-ready marketing platforms: Explore marketing platforms with AI and ML capabilities, such as Adobe’s Marketing Cloud, Salesforce Marketing Cloud, and IBM Watson Marketing.
These platforms can automate processes, analyze data efficiently, and provide valuable insights to enhance your marketing strategies.
- Implement predictive analytics for content: Use machine learning algorithms to forecast user preferences. Using these predictions, follow content marketing best practices to create content that resonates with your audience.
- Target look-alike audiences with AI: Use machine learning algorithms to identify behavior patterns and characteristics of your existing customer base. Then, target new audiences with similar attributes to expand your reach.
4. Focus on Consent-Driven Marketing
Since privacy and user data concerns are the main reasons third-party cookies are disappearing, obtaining user consent is paramount.
Consent-based marketing can help you build trust and create positive relationships with potential and existing customers.
Here is how to implement permission-based marketing.
- Be transparent about data collection practices: Be transparent and let users know about data collection practices on your website or platform. Make sure your privacy policy is easily accessible and understandable.
- Implement explicit consent mechanisms: Get explicit permission from users before collecting their personal information. Ensure your consent forms are user-friendly and contain all details about why you are collecting their data.
- Explore privacy-compliant technologies: Invest in emerging technologies that prioritize user privacy, such as Federated Learning of Cohorts (FLoC) or Privacy Sandbox initiatives.
5. Collaborate with Reputable Industry Players
Partnering with reputable and trustworthy companies in your niche can help you acquire useful customer data. However, they will need to provide consent.
Here is a step-by-step process of how to do it:
- Identify potential partners: Look for companies that have similar values and target audiences as yours but are not direct competitors. Assess their reputation, credibility, and data privacy practices to ensure seamless collaboration.
- Establish relationships: Reach out to potential partners to initiate discussions about working together. Highlight the mutual benefits of sharing customer data responsibly.
- Explain the benefits: Clearly define the benefits for both parties. Explain how sharing data can lead to a better understanding of your target audience and improve marketing strategies.
6. Utilize Walled Gardens
Platforms like Amazon, Google, and Meta have their own user data ecosystems that you can use to target specific audiences. If you advertise on these platforms, you can access valuable user data that can help you understand your target audience’s needs. Additionally, you can share your reviews and embed Google reviews on your website.
The share of digital advertising revenue of the largest walled gardens in the world was estimated to be around 78% in 2022. This percentage is forecasted to reach 83% by 2027.
Walled gardens allow targeting based on demographics, interests, purchase history, and user behavior within their platforms. This cookieless marketing strategy results in more relevant and effective ad campaigns.
Here are some ways you can use walled gardens to survive in the cookieless era.
- Explore advanced targeting options: Take advantage of advanced targeting features offered by walled gardens. Experiment with Google’s detailed audience targeting or Meta’s interest-based targeting to refine your audience segments.
For instance, if you sell fitness clothing, you can use Facebook’s advanced targeting to find fitness enthusiasts. You can then narrow down your audience further by specifying demographics like age, location, and education level.
- Use Native ad formats: Design ads that seamlessly integrate with the platform’s native content. They should match the look and feel of the specific platform.
- Diversify ad formats: Walled gardens often offer a variety of ad formats, such as carousel ads, story ads, or shoppable ads. Experiment with different ad formats to keep your campaigns engaging.
7. Build Strong Customer Relationships
Since tracking user behavior through third-party cookies will no longer be an option, why don’t you focus on building stronger relationships? After all, the reason you’ve been tracking customer data is to better understand and connect with your audience.
A 2022 Statista survey reveals that 94% of customers are likely to buy from a brand again if they get a positive service experience.
By creating strong relationships, you can build trust and encourage customers to share their data willingly. You can collect this information through loyalty programs or email subscriptions.
Here are some invaluable tips for building strong customer relationships.
- Create valuable content: Provide informative, engaging, and relevant content that addresses customer needs and interests. This could be blog posts, webinars, tutorials, or social media content. A digital marketing assistant can help you align your content marketing efforts to your audience’s needs.
- Engage on social media: Platforms like Facebook, Instagram, and Twitter allow you to interact with your audience directly. Actively respond to comments, participate in discussions, and share relevant and interactive content to build connections.
- Implement loyalty programs: Offer exclusive discounts or provide early access to new products or services to thank and incentivize repeat customers. This builds trust and strengthens your customers’ connection to your brand.
Bottom Line
While cookieless marketing may seem like an impossible task, it is the perfect opportunity to rethink and improve your marketing strategies.
Besides, it will help you establish trust and build deeper connections with your audience by prioritizing privacy and transparency.
Collecting first-party data, implementing contextual advertising, and embracing AI and machine learning are some strategies you can adopt to thrive in the cookieless future.
Remember, these changes are coming soon. The earlier you adapt to them the better your chances of remaining relevant.
