Customers want more security and, according to Gartner estimates, trust consumer brands less and less. Developments in the area of data protection, such as the introduction of the GDPR, limit the use of personal data immensely. As a result, marketers and advertisers have to work with less data than they’d like. The Online identification of customers, ad allocation and customer comparison are changing. Still, marketers need to continuously improve their targeting in order to remain competitive. An unsolvable case?
Marketers wonder: where did the cookies go?
Everything was just fine: Advertisers are working with online ads that, thanks to Facebook and Google, are easier to use than ever before. You create an advertisement and define the target group and a budget. No technical knowledge is required to derive behavior and collect data. You could easily scale them with Third party cookies. The problem: The pressure on Google, Apple and Co. is increasing – also from governments around the world. Google now wants to get rid of third-party cookies – and thus pixel tracking – by 2022. And now?
A heavy loss for marketers
If there are no third-party cookies, advertising spending will move to other areas. It will be difficult for marketers to make reliable statements about customer buying behavior, which makes retargeting optimization difficult or even impossible. Companies that previously focused on acquiring new customers through advertising will face a major problem by 2021 at the latest, because advertising sales will decline in the long term – a major blow!
The case is clear: cookies will disappear. Marketers have to change their strategy sustainably in order to continue to be successful. Consent-based marketing is the way forward for advertisers. The new focus is therefore on one long-term customer loyalty. If the company builds customer loyalty and trust, this path becomes easier. If you want to be prepared for the permanent disappearance of cookies, you have no other choice: It is time to deal with the topics of consent, data protection and advertising transparency and to invest in solutions that enable permanent customer loyalty and thus compensate for the loss of cookies.
Identify customers with alternative solutions
Automatic conversion tracking for every user through identified link parameters and cookies is no longer possible without consent. This makes it difficult to measure the success of campaigns on advertising platforms. The Conversion rate does not always have to be measured by cookies. With special software solutions it is possible to subsequently assign individual purchases, clicks in campaigns or purchases via offline campaigns to the buyers, as long as this happens within a certain period of time.
The use of website overlays is recommended, with which users can be convinced that accepting cookies or alternatively logging in the user improves their experience significantly, for example through greater personalization. Online retailers now have to rely on voluntariness: Effective loyalty programs achieve strong results online if they reward customers for registering and entering their data.
Website operators who can plausibly explain why certain cookies are useful – for example to provide customers with more individual product recommendations or to save an abandoned shopping cart – increase their chances of customers giving their opt-in for cookies that are not technically necessary. With suitable e-commerce tools and a new transparency policy, retailers can optimally compensate for the restrictions in cookie tracking.
Emarsys supports digital marketers with an omnichannel customer engagement platform that improves business results in a timely manner. By aligning corporate goals with proven omnichannel engagement strategies, companies can accelerate time-to-value, deliver world-class customer experiences, and deliver measurable results. (sg)
Also read: Digital Marketing: Uhoo offers an alternative to cookies for the first time