Big changes are just around the corner
Google recently announced that Chrome, which is the world’s most popular browser, will cease to support third-party cookies by the end of 2023. This means a big shake-up for the marketing world, so it is important to make plans now. We need to rethink our data collection methods and implement new marketing strategies today, to avoid disruption when the change happens.
And the new policies won’t just apply to Chrome. Other popular web browsers are moving in the same direction. User privacy is important, which is why these changes are needed. As well as dropping support for third-party cookies, there are other changes just around the corner to limit tracking for marketing use, as privacy legislation tightens.
In the face of these long-term changes, it’s important to take measures to maintain first-party data collection sources.
The first changes are happening already. User consent and providing a positive customer experience have become top priorities. Further changes will both affect how brands engage with customers and limit how they can use some digital marketing tactics, such as retargeting. Conversion tracking will become increasingly difficult, as the changes affect how brands measure online performance.
What’s the answer?
There are already multiple solutions in development. Businesses should consider several ways of meeting the new challenges. Strategies around nurturing first-party data relationships, contextual targeting solutions and walled garden partnerships can be tailored to provide the best results depending on the needs of the business.
It’s no surprise that Google is also developing an internet advertising tool called Topics. Read more about it here.
Preparing for the discontinuation of third-party cookies
Websites will still be able to use first-party cookies to monitor consumer preferences and online behaviours, so you should prioritise development and improvements in this area.
First-party cookies are here to stay for the foreseeable future, which comes as a relief to many marketing professionals. Google has made it clear that it doesn’t want to bring the online advertising industry to its knees; it intends to work with advertisers while also improving consumer privacy.
Using first-party cookies, you’ll still be able to capture data from customers’ visits to your website. Login data stays where it is, and you’ll be able to use the information gathered about your customers’ preferences to continue improving their online experience.
Another good strategy is to find partners who can help you make the best use of your first-party cookie data. This might mean bringing a data management organisation on board to suggest alternative online advertising tools and solutions. Many organisations are creating anonymous aggregated groups to help brands combat any negative impact caused by the changes.
Changing the global approach to data
We need to rethink and redefine how we collect and use data. Third-party cookies have been used in data collection for years, in areas such as sales funnels, retargeting and monitoring consumer engagement.
Now, marketers should focus on nurturing users who have opted in, as well as making good use of the information gathered from internal data sources. This will maximise conversions from an already engaged audience.
Both content and product information will have to be of a higher quality to increase online visibility, with targeted product ads taking a back seat. The times of casting a broad net to attract new online customers are on their way out.
What are the consequences of the changes?
Advertisers are looking at a challenging period ahead in terms of changing practices that have been in place for many years. Some professionals are concerned about the scale and impact of these changes on the marketing ecosystem. However, although brands will have less data to work with, this data will be of a higher quality so, conversion rates should increase.
Any changes that improve user privacy will ultimately encourage more online purchases. We’re all online consumers, as well as being those behind the buy button – user privacy is important to us and builds our confidence when making an online buying decision.