The world of digital marketing is yet to experience another massive transformation that will once again render many previously effective strategies useless. Almost all online businesses have used cookies for years to track consumer behavior. But this pattern is about to change.
Since Google announced in January 2020 that by 2024, it will phase out all third-party cookies. This change might seem minor, but it will send shockwaves through the business community, specifically those relying on cookies as their only medium to connect with customers.
What does a future without cookies look like? Is it as difficult as marketers expect, or is it a shift towards a better digital landscape? Let’s find out!
What Are Cookies?
Cookies are small text files used by web servers to store browsing information. The information stored can vary from your username and passwords to tracking your online activity, such as what you will most likely spend your time on.
Just like real-life cookies, internet cookies also come in shapes and sizes:
- Session Cookies: These short-lived cookies are only functional while you browse and will expire once you close the browser.
- Persistent Cookies: These remain on your system for a long term and might store information for months and sometimes even years.
- First-party Cookies: Websites provide these cookies to improve customer experiences by storing information about their preferences.
- Third-party Cookies: These are cookies sent by other web servers while you are surfing another website. These are potentially the most harmful ones and have raised the most concerns.
Why Are Cookies Harmful?
We have all seen those little pop-up notices that ask us about cookies. They seem harmless enough, but there is more to the story than meets the eye. Sure, cookies help websites remember things about us, which can be convenient. However, they can also raise some privacy concerns.
Imagine you are walking around a store for a new outfit. A salesperson follows you closely, taking notes on everything you look at. It may feel creepy. That is how cookies work on some websites. They track where you go online, building a profile of your interests. This can be useful for advertisers, but it can also feel intrusive.
Cookies can also sometimes slow down websites, making them sluggish to load. In the worst case, they can be vulnerable to security risks, which you do not want when browsing online.
So, while cookies can be handy, it’s good to be aware of their downsides, too. The next time you see a cookie consent pop-up, think twice about whether you are comfortable sharing your information!
Google’s Decision to Phase Out Cookies
After an extraordinary hike in safety concerns and regulatory pressure through organizations like the General Data Protection Regulation (GDPR), Google finally called for a wipeout of all third-party cookies from the internet.
With this shift planned to be completed by the end of 2025, Google aims to give user control over their time spent online. This means a complete blockade for cross-website tracking that many websites have benefited from for years.
Of course, this change will impact advertisers who rely on those cookies to target ads. But Google is working on new ways for advertisers to reach people without feeling they are being followed. It’s all part of their “Privacy Sandbox” initiative, which aims to balance privacy with keeping businesses afloat online.
So, what does this mean for a regular browser? You might see fewer ads that are directly linked to your browsing history and more related to what you are looking for at the moment.
How Will the Phasing Out of Cookies Affect the Digital World?
Remember those times online when you saw an ad for something you just looked at?
Those are the exact elements Google is now kicking to the curb. But what does it mean for the digital world?
Marketers and Businesses are sure in for a big surprise since these third-party trackers have been a staple for tracking user behavior and without them, a lot of websites are about to run out of their “handy” strategies that have kept the business flowing.
But, this change can also open the door to a new era of marketing. This shift would push Businesses to take a more creative approach toward their customer and hence automatically build a more pleasant online experience for users and businesses.
In fact with contextual advertising taking over, businesses might just see a flux in sales since contextual ads are more relevant to what the user is looking for.
Adapting To The New Path.
The digital world is a complex thing, constantly changing and adapting. Businesses that want to stay on top of their game must be flexible and adjust their strategies as things evolve.
But here is the silver lining: this new era is about building stronger connections with the people who matter most, and are your customers!
- Become Friends with Your Audience
Forget relying on impersonal tracking tools of the past. Now, it’s time to build direct relationships with your customers. Think of it as starting a conversation with a friend. You must know what they like and what they need for the conversation to go long and successful. The same is the case with customers.
To get to know your customers thoroughly, first-party data is your secret weapon. This is information that customers willingly share with you, like their preferences or interests. By collecting this data, either through surveys or quick quizzes, you can personalize your communication and offer content that they want to see.
- Loyalty Programs: A Win-Win Situation
Imagine creating a program where your customers actually want to share information with you. That is the magic of loyalty programs! These programs not only reward your fans for their continued support but also help you build long-term relationships and keep them coming back for more.
- Transparency is Key
Remember, trust is everything in the digital world. Be upfront about how you collect and use customer data. Clearly explain your data practices and always ask for consent before using any information. This honesty will not only build loyalty but also make your marketing efforts ethical and effective.
Let MENABloom Lead the Way
The shift from cookies to alternative tracking methods is a significant change in the digital world. Businesses need to adapt quickly or risk being left behind.
At MENABloom, we stay ahead of market trends. We specialize in making the most of first-party data and contextual advertising, which are powerful tools in a cookieless world. Our advanced solutions help you build strong customer relationships, boost sales, and enhance your social presence.
With MENABloom as your partner, you can confidently navigate this new path, knowing you have the best marketing experts!