There has been a lot of talk in the marketing world about Google's plans to eradicate third-party cookies. The Chrome browser, which houses about two-thirds of the online market, will no longer host third-party cookies. It comes as a massive blow for marketers considering Mozilla's Firefox and Apple's Safari browser already block third-party cookies.
Many advertisers and marketers are frantically trying to figure out how to survive in this new marketing world. Should you pick up that paintbrush in the garage and pursue a different career? Or should you adopt new marketing strategies that don't rely on third-party cookies?
Were third-party cookies that great?
What most people fail to realize is that third-party cookies were messy from the start. Cookie syncing was a huge problem, thus making it difficult to provide consumers with personalized experiences. Without proper cookie matching, consumers are often left with annoying ads and what seem like pushy marketing strategies.
Also, most tracking cookies are already blocked by different browsers. According to 2017 research by Flashtalking, 64% of tracking cookies are either deleted or blocked by web browsers. Marketers and advertisers are, therefore, losing money on missed opportunities. It's like flushing half your budget down the toilet.
The big question: Will Google introduce individual user tracking?
There was a lot of speculation that Google might release a new individual user tracking mechanism to replace third-party cookies. Unfortunately, a recent statement by Google says the opposite. David Temkin, a director at Google, stated that they will not build any alternative identifies for individual tracking on the web.
Therefore, Google's announcement acts as a wake-up call to all advertisers and marketers to start developing relationships with consumers. Their content was no longer being personalized to meet individual consumer desires and wants since getting access to third-party cookies was so easy. It is time marketers get back to doing their job — creating personalized content that serves individual customers while respecting user privacy.
How to survive in the new third-party-cookie-free marketing world
There is no denying that cookie blocking has already begun. Marketers are left with no choice but to find better ways of connecting with their audience. Below are a few techniques that can help you get started.
1. Invest in a zero-party data strategy
Once we say goodbye to third-party cookies, zero-party data suddenly moves front and center. Contrary to what most small and medium businesses think, getting your hands on first-party data is rather simple. All you need is to start collecting opted-in data from both your customers and competitor's customers. Ensure you get their consent to send them SMS messages, emails, and ads based on their needs and wants.
Right from the contact us page or by incorporating quizzes and experiences in your marketing, you can get all the first- and zero-party data you need. Ensure you add a few incentives on your website to encourage consumers to give out more details. You can also work with a partner to create a zero-party data strategy.
2. Go back to contextual-based advertising
Out with the new and in with the old. It's time to go back to the basics and invest in contextual advertising. Keyword targeting was a game-changer before people rapidly adopted third-party cookies. Although most marketers have lost touch with this technique, it is simple to re-learn and implement.
Contextual advertising involves placing ads that are relevant to other content in the surrounding or screen. Let's say you walk into a bar right now? Would you want to see a beer ad or a knitting ad? Contextual advertising allows you to create personalized content for your consumers, thus generating quality leads. Your ads will be far less creepy and more relevant than using cookie-based retargeting.
The death of third-party cookies makes it vital for every company to invest in a zero-party data strategy as part of an overall customer engagement strategy. You need reliable, agile, and scalable software that can house your databases, email, and mobile marketing. At Cheetah Digital, we can help you transition into the 3P cookie-free marketing world and future-proof your marketing strategies. Ensure you contact us today to talk to an expert.
How do you start a zero-party data strategy? See how other brands have done it.
Cheetah Digital is a cross-channel customer engagement solution provider for the modern marketer. The Cheetah Digital Customer Engagement Suite enables marketers to drive revenue, build lasting customer relationships, and deliver a unique value exchange throughout the entire customer lifecycle. We are a business partner to the world’s best brands and have employees across 13 countries.