The end of the cookies will lead to serious marketing purge in 2024
The digital marketing industry has not stopped evolving and will continue to evolve due to its strong correlation with markets, lifestyles in their social, economic and even health dimensions, but also with the digital industry. The latter imposes innumerable, sometimes radical developments with all its new technologies that we discover every day, from artificial intelligence, to 3D technologies, through encryption algorithms and new forms of goods and payments.
Monitoring digital marketing trends and the progress of digital tools is therefore essential for the construction of its marketing strategy and the achievement of advertising campaign targets in an effective manner. For instance, if you are a musician then you should not miss SoundCloud and Spotify. Buy SoundCloud plays, stay very consistent and get more organic reach from the platform – that’s an easy recipe to success. On the other hand, you should not forget other industries, that’s why we will talk about cookies and first party data info.
First Party Data: now essential for its digital marketing strategy following the planned disappearance of third-party cookies
In an increasingly digitized world, the protection of personal data has become more than ever one of the main priorities of the European Union, which in 2018 gave rise to the implementation of the GDPR (General Regulation for the Protection of Data), and the cancellation of the EU-US Privacy Shield in 2020 in favor of the EDPB (European Data Protection Board).
As a result, Google, which in 2021 represents more than 65% of the market share of the most used browsers in the world on all media, has announced its desire to stop third-party cookies in Chrome by 2022, postponed to 2023. This however, leaves publishers and E-Commerce players to wonder about alternative solutions for collecting data and prospecting for customers.
Indeed, with the disappearance of third-party cookies, there will be much less personalization of advertisements on the sites. Retargeting and measurement tracking of advertising campaigns will become more and more complicated. More and more sites will set up Paywalls (request for payment to have more access to certain content or even to all of the content). In this context, all the spotlight turns to first-party-data; a star of alternative solutions to third-party cookies. As a reminder, first party data refers to all the data collected from the site or the proprietary application during visits and purchases by Internet users.
The planned disappearance of third-party cookies will therefore mainly lead to 3 types of movements in companies depending on their level of natural adoption of first party data:
- Mass migration to first party data at 25% of high-growth companies
- A consolidation of the involvement of First Party Data in marketing strategies for 75% of high-growth companies.
- Growth in the use of Zero Party Data (collection of data directly from customers) across all companies. Zero party data will remain the most reliable and least vulnerable sources of customer data.
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