Digital marketing cookies dead
Posted: Wed Dec 18, 2024 5:44 am
Better use of information
However, we can use the wealth of information that data provides us even better.
How do you use the data about a hesitant customer who fills his/her shopping cart but never checks out? You can try to convince them with some retargeting towards a blog about the latest trends, but that is not really the information that person needs at that moment. A blog will have little success in that case.
It is better to exclude a customer who makes a lot of returns from your marketing campaigns. You process the negative turnover in your conversion measurement at Google and Facebook to improve their algorithms. On your site you then offer service-oriented content, such as a size chart.
Another example is a customer who you know will not make a potential purchase for x number of weeks. You pause marketing efforts for this customer. When a potential purchase approaches, you reactivate this with branding and then product information.
If you know someone is at a certain point in the customer journey, you provide them with content suggestions about the next step, not the final conversion, both on your site and in your marketing.
This way you can effectively translate the data collected about your customers across different platforms with various content concepts and reach your customer in an integrated manner within a customer journey that logically connects.
2. The Death of Cookies
There is no such thing as privacy on the internet – we know everything. Or do we? As much as marketers want to collect data for personalization, it’s not made easy for them . We need cookies to collect data, but let’s be honest, they are dying. The combination of ad blockers, GDPR and Intelligence Tracking Prevention (ITP) is expected mexico telegram data to impact twenty to forty percent of cookies. An impact that makes collecting data considerably more difficult.
Also read: Get to know your target group with event marketing [4 tips]
Less and less data to track
Imagine the group of internet users, some of them have already set up an adblocker, data tracking is no longer possible. This part is therefore out of the question. Then we have the increasingly strict regulations of the AVG (GDPR) which in turn makes it difficult to collect data from the remaining part. The group of internet users from whom you can still collect data has already shrunk drastically. With the icing on the cake ITP which deletes all third party data immediately or after 24 hours. This again takes away a large part of your group of users.
In other words: with less volume you need to be able to collect enough data to be able to personalize. Therefore, make optimal use of the group that does make itself known and get a higher return from it. How? First party data . Provide a striking cookie bar, so that the website visitor can make themselves known on the site. This can also be done by having someone log in. Connect this collected first party data (then from analytics, CRM, loyalty) across different systems to each other, so that you can offer powerful personalization using, for example, segmentation. This will entice users to share their data, because it gives them advantages in experience. The group that you can track is getting smaller, so it is up to the digital marketer to deliver more quality with less.
However, we can use the wealth of information that data provides us even better.
How do you use the data about a hesitant customer who fills his/her shopping cart but never checks out? You can try to convince them with some retargeting towards a blog about the latest trends, but that is not really the information that person needs at that moment. A blog will have little success in that case.
It is better to exclude a customer who makes a lot of returns from your marketing campaigns. You process the negative turnover in your conversion measurement at Google and Facebook to improve their algorithms. On your site you then offer service-oriented content, such as a size chart.
Another example is a customer who you know will not make a potential purchase for x number of weeks. You pause marketing efforts for this customer. When a potential purchase approaches, you reactivate this with branding and then product information.
If you know someone is at a certain point in the customer journey, you provide them with content suggestions about the next step, not the final conversion, both on your site and in your marketing.
This way you can effectively translate the data collected about your customers across different platforms with various content concepts and reach your customer in an integrated manner within a customer journey that logically connects.
2. The Death of Cookies
There is no such thing as privacy on the internet – we know everything. Or do we? As much as marketers want to collect data for personalization, it’s not made easy for them . We need cookies to collect data, but let’s be honest, they are dying. The combination of ad blockers, GDPR and Intelligence Tracking Prevention (ITP) is expected mexico telegram data to impact twenty to forty percent of cookies. An impact that makes collecting data considerably more difficult.
Also read: Get to know your target group with event marketing [4 tips]
Less and less data to track
Imagine the group of internet users, some of them have already set up an adblocker, data tracking is no longer possible. This part is therefore out of the question. Then we have the increasingly strict regulations of the AVG (GDPR) which in turn makes it difficult to collect data from the remaining part. The group of internet users from whom you can still collect data has already shrunk drastically. With the icing on the cake ITP which deletes all third party data immediately or after 24 hours. This again takes away a large part of your group of users.
In other words: with less volume you need to be able to collect enough data to be able to personalize. Therefore, make optimal use of the group that does make itself known and get a higher return from it. How? First party data . Provide a striking cookie bar, so that the website visitor can make themselves known on the site. This can also be done by having someone log in. Connect this collected first party data (then from analytics, CRM, loyalty) across different systems to each other, so that you can offer powerful personalization using, for example, segmentation. This will entice users to share their data, because it gives them advantages in experience. The group that you can track is getting smaller, so it is up to the digital marketer to deliver more quality with less.