Cookie-less Marketing and First-Party Data: How They Affect Digital Marketing

August 2, 2022

It's no secret that cookie-less marketing is on the rise. A study by eMarketer found that nearly half of all internet users in the U.S. will be cookie-less by 2020. That's a lot of people who won't be targeted through traditional digital marketing channels like display and search advertising. So, what does this mean for businesses? It means that they need to start focusing on first-party data.

TABLE OF CONTENTS:

What cookie-less marketing is, and how does it affect digital marketing

The benefits of using cookie-less marketing and first-party data

The challenges of using cookie-less marketing and first-party data

How to overcome the challenges of using cookie-less marketing and first-party data

Examples of companies that are using or have used cookie-less marketing and first-party data successfully

Cookie-less marketing & first-party data.

What cookie-less marketing is, and how does it affect digital marketing

Cookie-less marketing is the practice of targeting internet users without using cookies. Businesses will need to find other ways to target their audiences. One way to do this is through first-party data. It is data that a business collects. Usually through customer surveys or loyalty programs. This data can create targeted marketing campaigns that can reach the right people without using cookies.

While it may seem challenging, it presents an opportunity for businesses to get ahead of their competition. Adapting to this new landscape can better target their audiences and create more personalized experiences. In the end, this will lead to more customers and more sales.

The benefits of using cookie-less marketing and first-party data

Several benefits come with using cookie-less marketing and first-party data. For example, it allows businesses to create more personalized customer experiences. Companies can use first-party data to divide their audiences and create targeted messages.

Another benefit of it is that it helps businesses build trust with their customers. Customers are likelier to trust a transparent business about its marketing practices.

Finally, it can help businesses save money. This is because they won't have to spend as much on advertising since they'll be able to target their audiences more accurately.

The challenges of using cookie-less marketing and first-party data

Of course, cookie-less marketing and first-party data are not without their challenges. One of the biggest challenges is collecting first-party data can be difficult. This is because businesses must find ways to get their customers to share their information.

Another challenge is that it requires a lot of planning and execution. Businesses must create targeted messages and campaigns that reach the right people.

It can be a challenge for small businesses. This is because they may not have the resources or expertise to execute this type of marketing properly.

How to overcome the challenges of using cookie-less marketing and first-party data

Fortunately, there are a few ways to overcome the challenges of using cookie-less marketing and first-party data. Another way is to partner with a company specializing in this marketing type. This will give you access to the resources and expertise you need to execute your campaigns properly.

To overcome its challenges is to use data-driven marketing. This type of marketing relies on data to segment audiences and create targeted messages. This can be a great way to reach your target audience without using cookies.

Finally, be creative with your campaigns. This means thinking outside the box and finding unique ways to reach your target audience.

Examples of companies that are using or have used cookie-less marketing and first-party data successfully

Amazon

How did Amazon utilize first-party data: 

By collecting customer data through surveys and loyalty programs, Amazon created targeted marketing campaigns that reach the right people.

What were the results:

Using cookie-less marketing and first-party data helped Amazon build trust with its customers and create more personalized experiences. In that case, it gained more customers and more sales.

Netflix

How did Netflix utilize first-party data: 

Netflix used first-party data to segment its audiences and created targeted messages.

What were the results: 

Using cookie-less marketing and first-party data helped Netflix reach its target audience more effectively. In effect, it led to more customers and more sales.

Google

How did Google utilize first-party data: 

Google used first-party data to target its advertising.

What were the results: 

Using cookie-less marketing and first-party data helped Google save money on advertising. This led to more customers and more sales.

These are two essential aspects of digital marketing. Adapting to this new landscape can better target their audiences and create more personalized experiences. As a result, this will lead to more customers and more sales.

To help you more, I need you to check this eBook I've created about the 10 things that I'VE WISHED I had known when I started marketing. If you are or are not in the same place, you need to read this. Get the eBook here. 
If you want more marketing strategies, advice, or an overhaul of your marketing structure, email us at zack@roimf.com or schedule a call with Zack now.

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