Personalized Marketing: Alternatives in the Cookieless Era
Posted: Thu Dec 12, 2024 6:55 am
Amidst constant changes in the marketing world, with the implementation of the General Data Protection Regulation (GDPR) and anti-tracking initiatives launched by Apple and Google in recent years, experts will face increasingly important challenges.
With all these new regulations and browser changes, companies must adapt and look for new ways to understand the customer journey to develop strategies that comply with user privacy regulations, while providing the personalization that consumers are looking for.
Advertising in the new Cookieless era
We are witnessing the end of third-party cookies in Google Chrome! After several delays and postponing their disappearance, Google has announced its plan to eliminate them in 2024.
This measure seeks to protect the privacy of users while mexico telegram data browsing the web. However, as advertisers, if we do not prepare for this event, we run the risk of losing the opportunity to impact each consumer with personalized messages and of being left without valuable information to measure the results of our campaigns.
Digital attribution, which used to depend on third-party cookies, has been fundamental to understanding how our customers move through their purchasing process. They provide us with valuable information about the value of our marketing efforts and the sales funnel, allowing us to efficiently allocate our budget, increase ROI and boost conversions.
But all is not lost. In this new post-cookie scenario, we must demonstrate our ability to adapt, innovate and analyze. New possibilities are opening up where we can adopt user-centric approaches and find new and respectful ways to collect data to understand their preferences and needs.
According to Salesforce’s latest “State of Marketing” report , 68% of marketers say they have fully defined their strategy to move away from third-party data sources.
The key is to take full advantage of the vast amount of data generated by our own customers throughout their relationship with our company, through any channel, to build trust and be transparent in every interaction with consumers.
2. Third-party cookie-free strategies
Despite recent privacy-focused measures, marketers can implement other methods and tools that allow us to establish a more coherent customer journey to continue capturing quality data, measure the results of our actions , and improve the customer experience at every stage.
2.1. Data collection: Zero, first and second-party data
Intelligent use of data is essential to gaining insight into our audiences, delivering personalized content, and making strategic decisions – all without compromising their privacy. This is where Zero, First, and Second-Party Data sources come into play, giving us valuable insights.
Let’s start with Zero-Party Data . This is data that users voluntarily and knowingly provide directly to a company. It can include information such as personal preferences, interests, purchase history, and other relevant details. Obtaining this data through surveys, registration forms, or newsletter subscriptions gives us reliable and accurate information as it comes directly from the users themselves.
Now let’s move on to First-Party Data . This is the data we collect and store about our own users or customers. It can include demographic information, browsing behavior on our website, purchase history, social media interactions, and more. This data is immensely valuable for creating personalized experiences, segmenting audiences, and developing effective marketing strategies.
And finally, we come to Second-Party Data . This is where we obtain data from other companies with whom we have a cooperative and trusting relationship. This data exchange allows us to create new advertising opportunities and increase our brand awareness. For example, retailers and manufacturers often share information about potential customers, which is beneficial for both parties. Second-party data helps us enrich our audience knowledge and expand the reach of our marketing campaigns.
With all these new regulations and browser changes, companies must adapt and look for new ways to understand the customer journey to develop strategies that comply with user privacy regulations, while providing the personalization that consumers are looking for.
Advertising in the new Cookieless era
We are witnessing the end of third-party cookies in Google Chrome! After several delays and postponing their disappearance, Google has announced its plan to eliminate them in 2024.
This measure seeks to protect the privacy of users while mexico telegram data browsing the web. However, as advertisers, if we do not prepare for this event, we run the risk of losing the opportunity to impact each consumer with personalized messages and of being left without valuable information to measure the results of our campaigns.
Digital attribution, which used to depend on third-party cookies, has been fundamental to understanding how our customers move through their purchasing process. They provide us with valuable information about the value of our marketing efforts and the sales funnel, allowing us to efficiently allocate our budget, increase ROI and boost conversions.
But all is not lost. In this new post-cookie scenario, we must demonstrate our ability to adapt, innovate and analyze. New possibilities are opening up where we can adopt user-centric approaches and find new and respectful ways to collect data to understand their preferences and needs.
According to Salesforce’s latest “State of Marketing” report , 68% of marketers say they have fully defined their strategy to move away from third-party data sources.
The key is to take full advantage of the vast amount of data generated by our own customers throughout their relationship with our company, through any channel, to build trust and be transparent in every interaction with consumers.
2. Third-party cookie-free strategies
Despite recent privacy-focused measures, marketers can implement other methods and tools that allow us to establish a more coherent customer journey to continue capturing quality data, measure the results of our actions , and improve the customer experience at every stage.
2.1. Data collection: Zero, first and second-party data
Intelligent use of data is essential to gaining insight into our audiences, delivering personalized content, and making strategic decisions – all without compromising their privacy. This is where Zero, First, and Second-Party Data sources come into play, giving us valuable insights.
Let’s start with Zero-Party Data . This is data that users voluntarily and knowingly provide directly to a company. It can include information such as personal preferences, interests, purchase history, and other relevant details. Obtaining this data through surveys, registration forms, or newsletter subscriptions gives us reliable and accurate information as it comes directly from the users themselves.
Now let’s move on to First-Party Data . This is the data we collect and store about our own users or customers. It can include demographic information, browsing behavior on our website, purchase history, social media interactions, and more. This data is immensely valuable for creating personalized experiences, segmenting audiences, and developing effective marketing strategies.
And finally, we come to Second-Party Data . This is where we obtain data from other companies with whom we have a cooperative and trusting relationship. This data exchange allows us to create new advertising opportunities and increase our brand awareness. For example, retailers and manufacturers often share information about potential customers, which is beneficial for both parties. Second-party data helps us enrich our audience knowledge and expand the reach of our marketing campaigns.