Google has announced that it will deprecate third party cookies by the end of 2023 due to security and privacy reasons. Now what? If you’re a digital marketer, advertiser, or business owner, you probably already know that this will reshape the future of digital marketing.
What are third-party cookies?
To put it in simple terms, third-party cookies are tracking codes placed on a website by someone other than the website owner to collect user data for the third party. For so many years, we have been using third-party cookies to track website visitors and improve user experiences. Third-party cookies are mainly used for advertising purposes and to collect data that is valuable when it comes to setting up targeted ads.
How should we prepare for the post-cookie world?
1. Make Use of the Existing Data You Have
Don’t forget that there will still be first-party cookies. First-party cookies will still allow you to collect customer data that will help provide good user experiences. You can use the information that your customers have shared with you to create targeted and personalised ads. We suggest that you continue to invest in first-party cookies to be able to gather high quality, durable, and accurate data about your customers.
2. Ask Consent
This one should be pretty obvious but it’s still surprising how many brands out there still don’t ask for consent to gather data from online users. It’s crucial to ask for consent especially today since users are demanding greater privacy, transparency and control over how their data is being used.
Ensure that your privacy policy is always up to date to make customers understand how you are using the data you have gathered about them. You should also use permission management tools and add these to your websites so users can take control of their consent and data.
3. Make Use of the Tools Available To You
Invest in tools that help you leverage first-party data more effectively. You can invest in email marketing and CRM systems to build a better understanding of your customers. With email marketing, you’ll be able to gather so much valuable information about your customers’ online behaviour such as when they are most active, what content they like and dislike, their geographic location, demographics and so much more.
Google Analytics is also a great tool to track the performance of your paid and organic campaigns. With Google Analytics, you’ll be able to gather user behaviour data to know what your customers are doing online and how they are engaging with your brand. This includes how long they spend on your website, how many pages they visit, and if they engage with any of your content.
Google Search Console is also a useful free platform that allows you to understand what search queries led people to your website. Not only that, but it also tells you how to resolve any server errors, site load issues, and security issues which will help you ensure that you’re providing good user experiences.
4. Make The Most of Your Events
Events, no matter if they are live or online, are always a great way to get information about your customers. Collect contact information as much as you can, especially in the registration phase and add those people on your mailing list. Just don’t forget to ask for permission to use their contact and allow users to unsubscribe if they wish to.
5. Get Leads Through Your Landing Page
Your website landing page is a great lead generation tool. Offer a free demo, ebooks, or discounts in exchange for a customer’s contact information. Make sure that your landing page is well-designed and has clear call to action buttons to let your customers know what actions you want them to take.
6. Identify More Opportunities Along The Way
Marketing and advertising won’t be the same without third-party cookies. But if you think about it, bringing an end to third-party cookies might be a positive thing as it allows you to build even deeper connections with your customers. We know that a cookie-less world isn’t going to be easy, which is why it’s important to stay updated and always be on the lookout for new opportunities.
If you’re looking for new ways to connect and gain deeper insights into your customers, we’re here to help you. We are a team of digital marketing experts in Dubai and we would love to offer you a free consultation. Contact us now.
