In the past few years, privacy concerns have led to an increasing number of people blocking cookies on their devices. Before this, digital marketers traditionally used cookies to track user behavior and deliver targeted advertising.
In a world where cookies are no longer accepted as a viable tracking method for marketing, online businesses have to adapt their strategies to remain competitive. From creative analytics solutions to retargeting tactics, companies need to look for alternative solutions to stay successful in their marketing efforts. This article will explore the challenges and opportunities of marketing in a cookieless world and discuss some strategies for adjusting to this new reality.
Digital or browser cookies are small data that track a user's online behavior. They’re stored on the user's computer by a website and track and record user activity like pages visited, ads clicked, and preferences selected.
Digital cookies have been around since the early days of the internet, but their use has become more widespread with the rise of the modern web. They help businesses give users a more personalized experience, by targeting ads based on the consumers' preferences.
While digital cookies have helped provide more efficient online marketing for companies, they’re now being eradicated due to privacy concerns. Since they’re used by websites to track user activity, store preferences, and tailor content to the user, they also pose a privacy risk, as they allow businesses to track and store user data without their knowledge. For example, when a user visits a website and enters their name, businesses could use digital cookies to store that information for future use.
Google, one of the biggest players in the online advertising industry, announced that it would phase out support for third-party cookies in its Chrome browser in 2022. This move is part of a worldwide effort to improve privacy for users and give them more control over their data. As a result, companies will have to find new ways to market to their customers without relying on cookies.
Besides concerns about digital cookies being used to track user activity without their knowledge or consent, many also worry that this information is being sold to third-party companies. This has prompted several privacy sanctions by governments around the world, enacting laws and regulations that limit the use of digital cookies.
Many browsers and websites have implemented measures to ensure that digital cookies are blocked or deleted whenever possible, while other companies have completely phased them out. This restriction protects user privacy and ensures that companies do not unknowingly track or monitor people.
While cookieless marketing may seem like a simple solution to the problem of user privacy, it also introduces a new set of implications. Understanding the effects of this restriction can help businesses navigate the shift towards cookieless marketing and continue to reach and engage with their target audience effectively. Some of the implications of cookieless marketing include the following:
As privacy concerns continue to grow, there's a shift in how marketers approach their strategies to adapt to this change. While marketing in a cookieless world might seem daunting, it is, in fact, doable, and companies can still reach their target audience without relying on cookies. Here are some tips on how to achieve targeted marketing without cookies:
Overall, targeted marketing without cookies is possible. Companies can create targeted advertising campaigns by focusing on user experience, data collection, and personalization, leveraging email marketing, social media marketing, search engine marketing, and retargeting.
Nonetheless, implementing these changes requires a modernized website that can adapt to the shifting landscape of online advertising, is navigable and visually appealing, and provides a seamless user experience to drive business growth. That said, it's not always easy to maneuver through the ever-changing digital world and to know what steps to take to modernize your website.
At Outliant, we specialize in creating digital transformation strategies tailored to your business needs. Learn more about how we can help you transform your website and achieve targeted marketing in a cookieless world by booking a discovery call with us today.