The marketing industry remains abuzz over the demise of third-party cookies, with many feeling doom and gloom due to cookies’ upcoming extinction. True, cookies collect data that allows marketers to better tailor customer experiences, but their limited shelf-life undercuts marketers’ ability to evolve personalization efforts over time. That’s why now is an extraordinary opportunity for marketers to rethink their audience engagement strategies; without the crutch of cookies, marketers can leverage new tools and techniques to learn about consumers on an even more detailed level, and therefore deliver more targeted and relevant communications to them.While third-party cookies aren’t planned to be removed from Google Chrome until the end of 2023, that deadline isn’t as far off as some marketers may think—meaning now’s the time to prepare if they want to be able to outperform competitors when the opportunity finally comes. Here’s what marketers should know:
Personalization needs to be a marketing priority
Consumers want to feel understood by the brands they engage with, instead of just part of the masses. Ninety percent of U.S. consumers find marketing personalization appealing—and yet Nielsen’s 2021 Annual Marketing Report reveals that only 13% of medium-sized companies (marketing budgets less than $10M) and 2% of large companies (marketing budgets of $10M+) named personalization as their top strategy within their marketing mix. Especially in a soon-to-be-cookieless world, marketers need to adopt new practices for securing the level of personal detail that fuels authentic, tailored consumer experiences in a privacy compliant way.
The death of cookies presents a timely opportunity for