The one - way ticket to a new era for digital marketing
As we move on to this new era - the cookieless one, marketers have to face data gaps.
However, by combining proven methods with innovative technology, such as machine learning, new analytical frameworks emerge to help us do just that.
The upcoming changes on privacy settings and how this will affect measurement has been a continuous debate since Meta & Google announced this new…era.
Less is understood, however, regarding workable options for obtaining a precise, detailed, and useful comprehension of how marketing initiatives contribute to business success in this modern day.
The evolving data policies and regulations have had a very noticeable impact on the advertising landscape. Meta is committed to providing performance at scale, through and after the recent transition in advertising. What we need to understand though is, that this change has an impact to all parts of our organization or business.
“Ready or not, the landscape is evolving. Marketers face an imperative to make structural changes to prepare for data driven marketing in 2022 and beyond. These changes will involve risks, but failing, or choosing not to act is just as, if not more, risky.”
Data privacy rules are forming and evolving on a global basis. Brands and marketers are losing formerly heavily relied-upon signals that had been used for acquiring crucial audience data, such as who, when, and where they are engaging core and potential customers.
Third-party data (=Data that is collected and bought from an outside source. This data typically aggregates a variety of sources and is sold to companies for their own advertising use at scale) are the types of data that are most adversely affected by signal loss.
What can we do?
You may prevent possibly increased acquisition expenses and get ready for the future of digital marketing and analytics by assessing your present marketing strategies.
The future ad ecosystem does not imply that all signals are lost, despite the fact that advertisers will certainly lose many former relied-upon signals. Instead, advertisers ought to take into account reliable, valuable signals.
1. Utilize the effectiveness of organic search. Every day, owned domains, and search engines process billions of searches. If we know what users are searching for, we can provide our business the insights to optimize our actions (marketing strategies etc.).
2. Mix 1st party data with partner data. This will help deliver audiences for dynamic campaigns. Marketing ROI can be significantly increased by improving data, creating segmentation for audience targeting, and using dynamic creative across platforms.
What about google?
Google as well is going to stop using 3rd party cookies in Chrome. Every marketer is aware of the consequences this will have and many of them wonder how digital marketing will be in future.
Marketers and advertisers will have huge difficulties in tracking online activity of users. This, as you can imagine will make remarketing process totally different.
So long 3rd party cookies. What’s next?
Now that 3rd party cookies will no longer be available, it’s time to use 1st party cookies to gather essential info. These cookie types are kept on websites and can be applied to things like on-site search engine optimization and recommendation engines.
A solution to this will be the “privacy sandbox” of Google.
The Sandbox is a group of technologies designed to safeguard people's online privacy while yet giving companies the tools they need to market effectively.
What can we do?
The most effective way to respond to Google's changes is to use first-party cookies.
This data can be analysed to help you create targeted ads across Google, Facebook, and YouTube.
The use of newsletters for collecting data is a frequent strategy used by businesses to improve the quantity of first-party data they have.
Developing engaging content that consumers can interact with might also provide you access to more data.
Making the most out of Google’s Topics API will be a great way to target groups of users who have exhibited a similar interest.
Utilizing Google's Topics API to its fullest potential will be a terrific approach to target user groups that have shown a shared interest.
Digital marketing agencies and advertisers find it difficult to leave third-party cookies in the past. Clearly, the marketing industry is worried about internet economy and the consequences, especially for the start-ups.
To sum up, YES, it is a new era. NO, it won’t be easy but YES, digital agencies will survive. As long as we prepare ourselves and our businesses, before it is too late.