If there’s a lesson the recent pandemic around the world has taught us, it’s that the future is able to be anything to us, and we need to be able to maneuver through it. With Google preparing to end third-party cookie use as well as e-commerce, digital marketers and businesses must strike the perfect balance between placing the appropriate amount of security and privacy measures in place while providing a customized shopping experience to their customers.
A cookie less future will mean that all processes will involve consented data collection. This means that your eCommerce brand must transform the way it gathers data and implements consent-based tracking. Fortunately, you can still use first-party data, information collected directly from your customers, to inform your marketing strategy. This data is highly relevant and reliable. So be sure to review all the data you have.
Diversify your marketing strategy
To survive the cookie less era, you must adapt to the changes. Although browsers and websites have been phasing out cookies, marketers, and advertisers must continue to use first-party data. The cookie less future will require consumers’ explicit consent to track their movements across the web. However, marketers can still take advantage of new opportunities by diversifying their marketing strategies and leveraging first-party data.
First Party cookies all the way
If your company offers direct sales to customers regardless of whether they’re B2B or B2C, then you can collect first-party data on their buying habits. Your website still uses first party cookies, which provide the ability to access priceless information about the things your customers are attracted to.
In the near future, you’ll rely heavily on the databases of information you have on hand and the information your customers can supply. If it’s their name or age, marital status or delivery address, the history of their purchases, favorite products, or wishlists, give them a compelling reason to provide you with this information and use it for your own purposes.
Give incentives to customers who give their data in exchange for value-added services. This could be as straightforward as customizing discounts on their favorite items or access to exclusive information about new releases and offers.
Adopt cookie less targeting
The new cookie-less world presents new opportunities for marketers to create more personalized ads and consented data collection. Successful marketers prioritize first-party data collection and consent-based marketing transparency. With less third-party data, the creative and message take center stage. In addition, data collected will help marketers better understand their audiences and optimize their campaigns across channels that appeal to the most significant number of people. Still, 83% of marketers rely on third-party data.
Rethink ad retargeting
As the cookie-free world approaches, advertisers should rethink their ad retargeting strategies. Currently, third-party cookies can cause privacy concerns among consumers. Apple Safari and Mozilla Firefox have both blocked these cookies, and Google is phasing out their support in Chrome. By 2022, brands will no longer be able to collect this data without the consumer’s consent. While brands may be wary of the cookie less future, it could be the best thing for your brand’s marketing efforts.
Rethink cross-channel attribution
A holistic marketing and cross-channel attribution approach helps you identify the touchpoints that make up your customer journey and how those interactions affect your bottom line. With suitable marketing campaigns, you can drive more revenue and see a higher ROI than ever before. Whether you are using online advertising, social media, or broadcast marketing, it is essential that you measure the impact of each engagement. Here are some tips to help you implement cross-channel attribution:
Adopt contextual advertising
Are you considering a cookieless future? Consider adopting contextual advertising. It’s a better way to reach your target audience and ensure accurate targeting. Unlike third-party cookies, contextual ads are directly relevant to the content the user is viewing. As a result, users are likely to click on an advertisement if it reflects their current interests and needs. This approach is also much cheaper for SMEs.
What next for your e-commerce brand?
Third-party cookies and the numerous strategies they’ve helped support will cease to exist by 2022. Now the question is how to evolve to deal with the change. We are of the opinion that the most significant impact will be felt through data and the contradicting information presented by walled gardens. This issue could encourage companies to allocate the bulk of their advertising dollars to one platform in order to cut down the amount of data that is scattered and information.
Thankfully, tag management services such as what we offer at MagicPixel can help your e-commerce brand transition towards a cookie-less future. Experience a shift to server side tagging and usage of first party cookies.
Contact us or book a short demo, and we will be happy to show which solution fits best for your brand.