A Healthy Online Marketing Diet Shouldn’t Rely on Cookies

Google has discussed upcoming changes to and discontinuation of the use of third-party cookies within its browser, Chrome, for some time. 

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Google has discussed upcoming changes to and discontinuation of the use of third-party cookies within its widely popular browser, Chrome, for quite some time.  Cookies are little bits of data that a website places on a visitor’s computer that allows it to track specific information.  There are many kinds of cookies, and some are responsible for useful things like remembering your password the next time you log into a website from the same PC.

What are third-party cookies?

Third-party cookies are data packets transmitted by a different domain than the one the user is visiting and are ultimately responsible for the advertisements you see when you visit a website.  For example, if you’ve recently been shopping for a dog crate online and then later click on a website about current movie releases, you may likely see embedded advertisements for dog crates.  You can thank third-party cookies for this magic (or creepiness.)

Many web browsers have already disabled third-party cookies, but the focus is on Google since Chrome represents the overwhelming majority of internet browsing business.  They’ve announced and moved forward the implementation date to discontinue the use of third-party cookies several times, with the most recent communication estimating a mid-2023 date.

The reason for Google’s delay is that cookies are big business.  Since advertisers figured out how to successfully use them, cookies have allowed companies to get in front of customers interested in their products.  Cookies also allow marketers to collect non-identifiable data about the users who visit their sites.  Discontinuing the use of third-party cookies has left some marketers and businesses scrambling to figure out how to obtain this valuable demographic data.

The end of third-party cookies is not near.

Online Marketing Diet Shouldn’t Rely on Third-Party CookiesRegardless of the future of third-party cookies, there are healthier ways to learn about your customers and get information about your products and services to them.

It turns out that consumers are not necessarily opposed to giving information about themselves to companies; they just want to be in control of the wheel.  A study by Treasure Data in 2021 revealed some interesting information that seems to contradict what we’ve felt about consumers and their desire for complete privacy online.

Remember that last pop-up you saw that offered a discount code in exchange for your email address?  Turns out that this strategy works 83% of the time according to their survey respondents.  Provide a discount code or other “member benefit,” and people will give you information about them.

Another way to get information about your customers is by implementing an electronic loyalty reward program.  82% of respondents said they purchase more frequently from a brand offering a loyalty program, and electronic purchase data makes it a bigger win-win.  Consumers reveal the information you’re seeking for demographic analysis during enrollment, and then you have the ability to track what they purchase from you, how often they purchase, and where they shop.  The consumer enjoys a “preferred member” discount or a free product after a number of purchases.

Email campaigns increase effectiveness when implemented correctly.

Once you have a collection of email addresses, it’s important to send only communication recipients’ need and want.  57% said they receive too many sales-focused or non-relevant advertisements and communications from brands.  Since it is easier than ever to unsubscribe from email lists, inundating them with daily messages and constant sales “asks” can put all your work of getting the email in the first place to waste.  68% of respondents said they appreciate proactive alerts about real sales, offers, and upcoming launches–revealing that relevant and authentic information is what they want.

Build a healthy marketing regimen with Paradux Media Group.

Determining the most effective means to collect data about your current and potential customers and then creating a lead nurturing process that educates and builds trust with them are responsibilities you should leave to the professionals.  Our team of marketing experts works with companies of all sizes to build budget appropriate plans that deliver results.  From developing your website to managing email campaigns, designing promotional materials, coordinating media advertising, and more, we can help your company expand its customer base and achieve the sales results you’re looking for.  Contact us today to learn more about joining our flock.

Angela Peacor

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