In 2020, Google announced that it would end the use of third-party cookies in Google Chrome. The decision aims to increase visitors' privacy by giving users more freedom to choose whether or not to share their information with websites.
Third-party cookies are files from technology companies that track every step a visitor takes on a website. This information helps digital marketing strategies track users' journeys.
The decision to remove these files was made to meet a demand from visitors themselves. People were looking for more digital privacy and demanding greater control over their online experiences.
And now? What will the new reality be like?
With the end of third-party cookies, Google Chrome has been developing and experimenting with a new reality: the Privacy Box, a set of more open digital tools.
But unlike cookies, Privacy Box will improve online privacy through collaboration across industries, including industry, advertising, web infrastructure, stakeholders and the publishing industry.
According to Google itself , the Privacy Box will increase the transparency of the site, giving users more control over their online experiences. In addition, it will be essential for the reach of advertising, digital content and the financial return of companies.
Previously scheduled for next year, this new formulation is still being tested. Therefore, the end of third-party cookies has been postponed until the second half of 2024.
However, companies can prepare for this change, since it is real and will happen. Check out some valuable tips below to plan your company's marketing strategy in this new format of understanding and reaching the target audience.
Have the right digital strategy in your company
As we have seen, this reformulation will affect not only visitors, but also finland phone number data the way companies implement digital marketing strategies. Therefore, some steps can be taken to ensure a favorable return on assertive strategic planning, such as:
First-Party Data
The use of first-party data, or primary data , relating to direct relationship actions with consumers. This data is provided by the users themselves when they share their information through forms.
This way, it is possible to track the entire purchasing journey or website visit. To do this, it is essential to maintain clear and transparent communication between the company and the user.
When collecting first-party data, the storage location must be fully organized and interconnected with the company's internal systems. This ensures that when collecting this information, no important data about the people who visited or purchased from your website is lost.
According to a survey also conducted by Google, first-party data is essential to understanding consumer behavior. This was seen during the COVID-19 pandemic, which challenged all companies to continue their relationship with the public.
The study found that providing relevant experiences will strengthen communication and relationships between both parties. In addition, companies that use this method of retaining information have better and higher performance metrics.
There is the possibility of working on engagement activities, observing the needs of the target audience. By learning more about the type of customer that uses your services or products, it is easier to plan a strategy to retain them and win even more customers.
Another step to adapt to this new reality is with the help of content marketing. The company can produce e-books, courses or other materials in exchange for information about the visitor. To learn more about this and other marketing strategies, you can read the articles on the W51 Agency blog .
Thinking only about the present may not be a good idea when it comes to the new way of running digital campaigns. When we think about collecting data to retain customers, we are looking to build a lasting relationship.
Therefore, prioritizing a strong alliance between the company and the public is the basis of the entire path to be taken, especially with the end of third-party cookies.
Even though it is not an easy change, the company must remember that all these steps will only be possible if privacy is made a mandatory item in building a healthy and trusting relationship between all those involved.
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