Every marketer knows that third-party cookies are on their way out. While this may have left some marketers stumped as to how to target and engage customers in the future, third-party cookies were more of a crutch than a catalyst for creating effective campaigns and maintaining long-term business success.
While third-party cookies allow marketers to connect customer journeys and experiences, they limit their ability to know precise information about individual purchasers or how that information develops over time. As a result, marketers may create generic messaging that resonates with only a small portion of their target audiences.
Marketers can improve their understanding of consumers on a deeper level by improving how they source and leverage their own first-party data, putting them in a better position to excel at personalization.
Sharper messaging with first-party data
Directly collecting customer data, like behavior on a brand’s app or purchasing history, helps marketers develop far more targeted adverts than they could from external sources. This switch may be difficult for marketers who have previously relied on third-party cookies to direct their marketing operations. They don’t have to gather and analyze first-party data on their own, fortunately.
Marketers can use analytics tools that can attribute consumer behaviour to individual activations to discover which efforts are paying off and which aren’t. For instance, do customers click through an ad more often if it’s displayed as an in-stream ad or as a paid social post or? Marketers can avoid wasting money on approaches that don’t compel purchasers to act if they have visibility into the audience journey.
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Marketers can keep up with how cultural trends and macro-level world events are influencing consumer needs and preferences because they can monitor this information in real time. This allows them to address audiences in a timely and nuanced manner. Based on how consumers’ requirements develop, messaging that resonated one week may fall flat the next.
Marketers may have a list of prospects to target using third-party cookies, but they have no way of nurturing those leads. Marketers can utilise advanced analytics tools to create buyer profiles and use their past interactions with the brand to customize future communications to their specific wants and needs. Marketers can track how individual purchasers have evolved, this way.
Prioritize customer privacy
When effectively executed, marketing creates a dialogue between brands and their customers. The way people react to a new campaign offers information about their current shopping habits and lifestyle requirements. Marketers can then respond by launching new products. Similarly, consumers provide personal information to marketers in exchange for more personalized service. This might be a win-win situation for both parties.
However, some people are hesitant to participate in this transaction because they are concerned about how their information will be used. With customers concerned about how their data will be used responsibly, it’s vital that marketers explain how a customer’s data will be utilized to improve their experience with the brand, as well as what safeguards the brand will take to protect that data. Showing customers how they would benefit improves the likelihood that they will willingly share their data.
Also Read: How CMOs can Leverage Customer Support to Win Customer Loyalty
While marketers have until late 2023 until cookies disappear, those who seize the opportunity of first-party data will have a head start on adjusting strategies and overcoming difficulties along the road. Marketers will have the insights they need to provide more influential and relevant communications to customers, thereby raising their interest in the brand and securing their business for the long term, if they adopt a strategy for sourcing and evaluating first-party data.
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