How Marketers Can Thrive without Data from Third-Party Cookies
Over the past few years, there has been a steady decline in the use of third-party cookies. User privacy concerns have been a hot topic and have resulted in many large companies, such as Google and Apple, coming up with plans to phase out third-party cookies in their browsers. As someone working in marketing, you might be wondering how this affects you and what you should do now. Keep reading as the experienced professionals from Saba SEO, an industry-leading online marketing and web design company in San Diego, explain how to adapt your marketing strategy as third-party cookies become obsolete.
The Effects of the Decline of Third-Party Cookies
Without third-party cookies, advertising is much less efficient. This means tracking users and serving them targeted ads will be more difficult. The digital advertising industry will see a huge reduction in size. The loss of targeted advertising makes it harder for publishers to monetize their websites.
The quality of online advertising will decline, as most publishers will move to other forms of monetization, like subscriptions or paywalls. In short, the decline of third-party cookies can have unfortunate consequences not only for companies but also for consumers. So how should marketers prepare for this?
How to Prepare for the Decline of Third-Party Cookies
Although they’re beneficial, cookies aren’t an essential part of online advertising. There’s an alternative called “zero-party data,” which is data that users voluntarily share with businesses. Preferences, interests, and contact information can be shared and collected through collection methods such as:
- Surveys
- Polls
- Quizzes
This collection method is specific and reliable. The information is only gathered with users’ consent, so there are no issues with privacy concerns. Adding incentives, such as free shipping or other discounts, in exchange for customer data can also be a great strategy.
The Future of Advertising
While the future of digital advertising can seem daunting, with road bumps and new technology constantly evolving, it’s important to stay optimistic and versatile in the face of these changes. Businesses can stay relevant by making this shift to zero-party data and making sure they stay up to date on the newest trends.
The digital marketing professionals at Saba SEO, one of the top marketing companies San Diego businesses trust for integrity, unmatched expertise, and outstanding service, can help you keep your digital marketing strategy nimble and up to date as online trends and advertising methods evolve. We assist clients with social media marketing, SEO, PPC, web design and development, and internet marketing. Call one of our specialists today.
