How To Capture Actionable Customer Data Without Cookies
Are you relying on cookies to track customers’ interactions with your sites? These days, forward-thinking marketers and digital advertisers will be wise to begin preparing for a new phase of the internet that does not rely on cookies. At a recent marketing conference, experts swapped ideas on smart ways to align business goals with existing customer data as cookies face deprecation.
A third-party cookie is a tiny text file that saves to a user’s device any time they visit a website. It contains information about that user’s preferences, among other things. Many users find cookies to be a helpful asset as they help us remember passwords, save forms that we have already filled out, and store items we’ve added to our shopping carts. For businesses, cookies are instrumental in providing data on how different customers use different parts of a website to improve and optimize the experience. For advertisers, they are a vital tool as they follow users across other websites, providing a clear sense of a brand’s competitive landscape as it plays out in a customer’s journey.
If cookies disappear from the web, brands that rely on digital ads to generate cookies will be the hardest hit. Collecting first-party data – that is, analytics on their own websites, apps, etc. – will be the most reliable way to understand users’ behavior. One way to do this is through Customer Database Platforms, or CDPs, which maximize the value of customer data and help businesses segment their customers, laying the groundwork for effective campaign strategies that leverage personalization. Segmenting customers across channels is also a helpful tactic. Marketers can start experimenting now to see who in their existing base is most responsive to email, banner ads, social media, etc.
Content marketing can also provide options for brands who, in seeking users’ consent to gather data more transparently than generating a cookie, might consider asking customers for permission. After all, by giving a customer agency in submitting a data point, you prioritize their choices – which is a powerful relationship-building play.
If your business’ website is heavily reliant on cookies, partner with ASTRALCOM to start preparing for a cookie-less future today. Learn more about how we work with brands to facilitate conversions through content marketing, SEO, and digital strategy.