Goodbye Third-Party Cookies: Here's How To Win Over Customers In The New Digital Age

Anurag Paul

13th Feb'23
Goodbye Third-Party Cookies: Here's How To Win Over Customers In The New Digital Age | OpenGrowth

Third-party cookies have been the backbone of Digital Marketing for years, but their efficacy has been significantly diminished recently. Consumers are becoming more aware of third-party cookies' potential privacy risks, and many have taken steps to block them. As a result, brands and marketers need to find effective ways of connecting with customers and monitoring their activities online. 

This article will discuss some of the latest strategies businesses can use to build consumer trust and maximize ROI from their marketing campaigns in a post-third-party cookie world.

 

How do third-party cookies work?

Third-Party-Cookies

In the wake of the General Data Protection Regulation (GDPR) and other global privacy regulations, many companies are rethinking their approach to data collection. One area of concern is third-party cookies, which are small pieces of code placed on users' browsers when they visit a website. These cookies allow third-party advertisers to track users across the web and collect data about their online activity.

So, how third-party cookies work? While third-party cookies have been a standard part of online advertising for years, they are now under scrutiny from privacy advocates and regulators. In response, some companies are looking for new ways to collect data about their customers without using cookies.

One alternative is first-party data collected directly from users by the company itself. This data can be collected through website registration forms, surveys, and customer service interactions. First-party data is generally more accurate than third-party data since it comes directly from the source.

Another option is to use probabilistic methods to infer information about users without collecting any personal data. This approach uses large datasets and sophisticated algorithms to predict individual behavior. Probabilistic methods can target ads and content without relying on cookies or personal information.

These are just some ways companies are starting to collect user data without using third-party cookies. As privacy concerns continue, we expect to see more innovation.
 

The importance of customer data

Third-Party-Cookies

As the internet has become more privacy-conscious, the use of third-party cookies has been on the decline. This has made it difficult for brands to collect customer data to understand better and target their audiences.

However, there are still several ways that brands can collect customer data. First, they can use first-party cookies, set by the website itself and not shared with any third parties. Additionally, brands can employ web beacons, invisible images that track user activity on a website. In addition, they can also use pixel tags, small pieces of code that help track conversions and measure ad performance. So, how can you build a customer base using third-party cookies? 

Finally, brands can collect customer data through direct customer interactions, such as surveys or customer service interactions. By collecting this data directly from customers, brands can be sure they are getting accurate information about their target audience.

Using these strategies to collect customer data, brands can still gain insights into their target audiences and continue creating targeted marketing campaigns.
 

The new strategies for brands to win customers

As we all know by now, third-party cookies are on their way out. This has caused quite a stir in the online marketing world, as cookies have been used for years to track people’s online activity and target them with ads.

So, what’s a brand to do if they want to continue to reach its target audience?

 

There are a few different options available:

1. Use first-party data: This is data you collect through your website or app. This could include information such as email addresses, demographics, and behaviors.

2. Work with publishers: Many publishers now offer first-party data solutions that allow brands to target their readers with ads. This is often more effective than cookies, as it’s more accurate and personalized.

3. Use contextual targeting: This involves targeting people based on the context of what they’re reading or watching rather than their past behavior. For example, you could show someone an ad for running shoes when they’re reading an article about marathon training. This also helps you understand brand building culture.

4. Use Lookalike Audiences: Lookalike Audiences is a tool from Facebook that allows you to target people similar to your current customers. This is done using information from your customer database, such as demographics and interests.
 

Third-Party Cookies Are Over. These New Strategies Help Brands Win Over Customers

As the use of third-party cookies continues to decline, brands are looking for new ways to reach and engage their customers. Here are some strategies for brands to win customers that can help:

1. Use first-party data: First-party data is collected directly from your website or app and is, therefore, more trustworthy than third-party data. You can use it to create more targeted and personalized campaigns that resonate better with your audience.

2. Build a direct relationship with customers: One way to do this is through email marketing. By collecting your customers' email addresses and other contact information, you can build a direct relationship with them that doesn't rely on cookies.

3. Use retargeting: Retargeting allows you to show ads to people who have already visited your website or app. This is done by placing a pixel on your site and then using that pixel to show targeted ads to those users as they browse the web.

4. Look for alternative solutions: A number of companies are working on alternatives to cookies, such as fingerprinting and device graph analysis. These technologies are still in their early stages, but they hold promise for the future of targeted advertising.
 

The benefits of these new strategies

There are many benefits to the new strategies that brands are implementing to win over customers. One benefit is that these strategies allow brands to connect with customers more personally. Another benefit is that they provide a more efficient way for customers to find and purchase products or services. Additionally, they create opportunities for brands to interact with customers more meaningfully and build customer loyalty.
 

The challenges of these new strategies

The loss of third-party cookies has disrupted advertising, but brands are exploring novel strategies to connect with customers. These include first-party data, contextual advertising, and identity management solutions.

Each of these strategies comes with its own set of challenges. First-party data can be difficult to collect and maintain. Contextual advertising requires a deep understanding of customer behavior and preferences. Identity management solutions need to be implemented carefully to respect user privacy.

But despite these challenges, brands are finding ways to succeed with creative strategies. By collecting and leveraging data responsibly, they can create more relevant and targeted ads that reach the right customers at the right time. And by investing in identity management solutions, they can ensure that their ads are seen by real people, not just by bots or fake accounts.

In the end, though it may take some time and effort to adjust to the new landscape, brands that embrace these changes will be better positioned to win over customers in the post-cookie world.
 

Conclusion

Third-party cookies are no longer a reliable tool for targeting and measuring the effectiveness of marketing campaigns. However, marketers can still use other digital strategies to reach customers and measure their success. These strategies include personalizing customer experiences with data-driven insights, leveraging contextual ads, creating compelling content that resonates with target audiences, and using direct customer feedback to inform decisions. By adopting these cutting-edge strategies, brands can build relationships with customers in an ever-evolving digital landscape and ensure they stay top-of-mind when customers are ready to purchase.

We, at OpenGrowth, are constantly looking for innovative and trending start-ups in the ecosystem. If you want to have more information about any module of OG Hub, then do let us know in the comment section below. 

Anurag has been writing content for over eight years, and he is dedicated to it and cannot see himself in any other industry. As a passionate writer, he is interested in business and entrepreneurship. An accomplished technologist and financial expert, he strives to empower others through entrepreneurship, leaving his comfort zone to explore entrepreneurship. Having worked in the Financial sector for more than five years as a full-timer, he also has a keen interest in Corporate Finance ...

Comments