The time is finally here… Google has started phasing out the use of third-party cookies in its browser, Chrome.
This means that any marketing or advertising that you are doing based on third-party data will stop working.
This may sound scary, but it actually doesn’t signal the end of targeted marketing.
It just means that you need to change the way you do things.
Here are two ways to get around this post-Cookies conundrum:
Start collecting your own data
Going back to basics can be incredibly effective. Start building and enhancing your first-party data collections.
By using things like forms, surveys and newsletter sign-ups on your own website, you will start to build your own database of valuable first-party information.
However, it’s crucial to offer something valuable in return. Give customers a reason to share their data with you, such as exclusive content, discounts, or rewards systems.
Why it works: Collecting data directly from customers helps you comply with privacy regulations and maintains trust in your brand.
Crispy tip: Ensure your CRM systems are up-to-date to manage this data efficiently – you will want to distinguish between what data is first-party and what is third-party.
Embrace contextual marketing
Focus on context, not the individual.
We recommend that in this post-Cookie world, that you start to shift your paid advertising strategy from audience-based to context-based.
This means placing ads based on the content of the webpage rather than the user’s past behaviour.
Placing your adverts in relevant contexts can also lead to better engagement and conversions, because they will be aligned to what the users are already interested in. Thus, they are more likely to pay attention – yahoo!
Why it works: This approach doesn’t rely on personal data, making it a privacy-friendly alternative to third-party cookies.
Time to update your Privacy Policy
With this new approach to Cookies and how you will be using the data you collect, now is a timely reminder for you to check and update your website’s Privacy Policy.
We strongly recommend that you have an easy-to-find and easy-to-understand Policy on your website. People are getting increasingly sensitive about data privacy (as they should be!), so being transparent about your data practices will help build trust and make them more likely to share their information with you.
If you need help with your Privacy Policy, get in touch!