As the digital age advances, more and more information is generated and gathered in Electronic Marketing .
Users leave traces as they see the web every time they click on a link or go to a web page. Imagine, then, the volume of data in the Big Data universe.
The data websites gather from users are called biscuits. They help brands better understand the profile of those who visit their website and improve their searching experience.
The thing is the collection and usage of this data are being questioned regarding user privacy.
The issue is so hot that will Google Chrome, the most used browser on the planet, announced the end of third-party cookies.
This measure contributes to the protection of personal information , but at the same time, impacts Digital Marketing strategies that will in recent years have relied on browser cookies.
So it is time for you to ask:
- Exactly what does a cookieless future seem like in Digital Marketing?
- How need to companies prepare themselves to work without this data in their strategies?
This can be a fundamental transformation for a market that has become used to accessing this data.
Now, we will look into what cookies are and how these types of changes can affect your company. A lot more specifically, we will tackle these questions:
What are Cookies?
Cookies are text files that the website sends to the browser when it receives a user’ s visit.
The goal is to store important data and help improve your own browsing experience . They are used on the majority of websites and are a standard process of using the internet today.
Biscuits store the user’ s accessibility history to pages plus applications and their interactions (clicks, forms, passwords, etc . ) to get a certain period.
Thus, every time the user re-accesses the website that will sent the cookies, the particular browser sends the data back so the pages load faster, already containing the visitor’ s preferences and prior data.
This allows, for instance , the website to keep the user logged in or remember the items they left in their shopping cart software.
In addition to optimizing website appointments, cookies also serve to improve Digital Marketing strategies simply by personalizing the knowledge and aiming content to the interests and behaviors of each user.
Distinctions between first and third-party cookies
To understand what cookies are and why this subject has been hot lately, it is also essential to know the differences between first and third-party cookies.
The difference among first and third-party biscuits is how they are collected and what they are used for .
First-party cookies are created by the same site the user is visiting.
They collect data like language and payment method preferences, form information such as username and password, products stored in the particular cart, and so on.
Third-party cookies are created by a domain besides the one the user is going to. They are generally used for marketing and advertising purposes, as they:
- Keep track of the user’ s navigation between different websites (cross-site tracking).
- Immediate retargeting ads, according to past behavior.
- Provide ads to various websites within an optimized way (ad serving).
The current cause of controversy is third-party biscuits , which have already been discontinued in some browsers, including Google Chrome.
Primary cookies are supported by all browsers, although users can deactivate them in the browser configurations.
Why are Cookies so Important?
Cookies can be used for many various purposes.
Despite the dispute regarding data privacy, biscuits are not the enemy. The problem is how they are used — yet we will come to that later.
For now, let’ s understand what it is about cookies that make them so important for the internet and Digital Marketing.
Generally speaking, cookies are used to optimize users’ web experiences and enhance the content plus ads they are shown according to their interests .
Right now, to better understand how this happens, let’ s talk about the sorts of cookies that a website can collect.
There are different ways to classify them, but the following sections define the most typical classifications used by websites.
“strictly necessary” cookies
These are technical biscuits, essential to the functioning of the website. Without them, the user cannot even access the website’ s services and features.
They are not utilized for advertising and communication. They serve, for example , to:
- Identify that the consumer is logged into an account on the website.
- Remember previously entered information on internet site forms.
- Make certain the security of users in their authentication.
Functional or functionality biscuits are important because they offer a a lot more personalized experience on the website , based on configurations the user has already defined.
They can be used, for example , to:
- Remember language choices, text size, layout, and so forth
- Remember whether the user has already answered whether they wish to take a survey or not.
Functionality or measurement cookies are accustomed to collect data about website traffic and visitor profiles.
They are the data that Google Analytics captures, for example , to comprehend how customers use the website, which pages they visit, which hyperlinks they click on , amongst other actions.
It is important to understand that performance cookies do not determine users individually.
The site administrator can only know how lots of people visited a page, but not that will James visited the Sports activities page and clicked for the volleyball news, for example.
Therefore , performance cookies are important meant for brands who want to:
- Analyze website and Digital Marketing performance metrics .
- Know their audience better to enhance brand strategies.
- Check the efficiency of the website’ s communication.
- Identify shortcomings in pages to optimize the user encounter.
Concentrating on cookies are used to carry out advertising campaigns.
Based on consumer navigation and behavior information , they are used to:
- Segment a more accurate target audience for online advertising campaigns.
- Deliver advertisements that are aligned to the user’ s profile and interests.
Users can also deactivate this type of cookie, but they will never stop seeing ads on websites. The only difference is they might see ads that are not related to their profile.
Why can Cookies be Extinct?
You might have seen a warning such as this when accessing a website:
These notifications alert customers that their data is being collected by the website they are browsing.
Biscuit alerts have become more common because the emergence of data defense laws , which require users to be educated that their data will be stored and what it will be used for.
This concern with the privacy of users’ data motivated browsers to announce the finish of third-party cookies.
According to Think with Google , searches for “ online privacy” increased 50% globally in 2020 compared to the previous year.
This implies there is a global concern concerning this issue. And Google Chrome has been said to be responding to this demand with its plans to remove assistance for third-party cookies.
In general, cookies are harmless and can only be used to improve your experience on websites. The problem is that third-party cookies may not guarantee the security and protection of users’ data , which affects transparency in their processing.
One risk to the protection of personal information is the possibility that businesses will sell the information they will collect to other businesses without users knowing.
Starting from that point, the use becomes unlawful, even though they are only using the data for advertising purposes.
It has already happened, for example , within the Cambridge Analytica case , which reinforced the warning about this kind of practice.
According to a Pew Research Center survey published on Google’ s blog , 72% of people believe that everything they do on the internet is definitely tracked. In addition, 81% say the potential risks associated with using their data outweigh the advantages.
That’ s why Google-chrome and other browsers are devoted to eliminating third-party cookies and building a privacy-first web — even if it means transforming the current marketing and advertising marketplace.
What Does the Finish of Cookies Mean?
Whenever we talk about a cookieless upcoming, we’ re talking about the final of third-party cookies.
It is possible to build a web with cookies and Big Information in a transparent and secure way . But to do that, we need to restore the way the internet and Electronic Marketing have worked in recent years.
Below, we’ ll look at how the end of cookies can affect Google, advertisers plus users themselves in the arriving years. Check it out:
For Search engines
Google, through its Stainless- browser, has joined the particular cookieless movement. But the company itself knows it will be impacted.
After all, Google’ ersus search engine uses users’ biscuits to customize and optimize their lookup experience , based on data from the pages they accessibility most and the searches these people perform.
Pertaining to advertisers, the end of third-party cookies is far from the end of online advertising.
However it is undeniable that this modify brings important impacts, for example reducing the consumer data available and adopting new mechanisms — with more transparency and security assurance for users — to obtain data.
Just for users
For users, the cookieless future in Electronic Marketing tends to bring more security to their data whilst browsing the web. This is the intention of this whole movement.
On the other hand, the impacts to internet marketing could also mean a browsing experience which is less personalized and relevant to your interests — at least until the marketing and advertising industry adapts to this change for better.
What are the Best Options to Replace Cookies?
Ok, but if browsers are proposing the cookieless future for Electronic Marketing, what are the alternatives?
Search engines knew this move would be impactful for the advertising industry and initiated the Privacy Sandbox , which brings together a series of internet-wide measures to define functional parameters for digital marketing that ensure user personal privacy.
Among the proposals could be the FLoC (Federated Learning associated with Cohorts) algorithm. This technology aims to gather users into large groups (cohorts) with common browsing habits and then target related ads based on their features and interests.
This way, the algorithm can blend people in large crowds of people along with common interests. Thus, businesses would not have access to individualized information, only to cohorts.
Furthermore, rather than the “ cookieless long term, ” Google recommends building up first-party information .
In a planet that privileges privacy, it is very important establish near and direct relationships with customers instead of relying on third parties.
Intended for marketing, this type of relationship fortifies users’ trust in brands while offering them a more meaningful and engaging experience throughout the buyer’s journey .
How do we Cope with a Cookieless Future?
How do your company prepare for a cookieless future in Digital Marketing?
If you base your decisions and strategies upon third-party cookies, it is important to start adapting. Google Chrome has promised to phase out third-party cookies by 2023.
Here are some guidelines:
Collect data directly from consumers
Instead of relying on third-party cookies, explore other data collection systems that offer directly with consumers.
For instance , you can run market research, satisfaction surveys, and social media polls.
Also, offer interactive content or helpful materials for free in exchange designed for user data. This way, you build a closer and more direct relationship with consumers without compromising their data protection.
In the face of concerns about the privacy of personal data and the validity of data protection suggestions, there is no other way to relate to users: brands need to be clear.
There is no more room regarding shady attitudes that hide the real reasons for collecting users’ data. They have to know how and why you want to collect their data.
This is not only a legal obligation now but also a way to build a trusting relationship along with consumers.
It must be accessible on the website, in clear and transparent vocabulary, and provide information about the uses and purpose of user data collection.
People should also understand how to exercise control over their data — in order to opt-out of the company’ s records or delete certain information from their registration , for example.
And these actions should be easy and quick for the consumer to do.
Being mindful of data personal privacy and transparency in associations with consumers is a route with no return.
Each day the internet permeates more of our lives. This means that sensitive data is certainly increasingly being collected.
Therefore , users want to have secure associations with companies so their own information is not misused.
The cookieless future of Digital Marketing is approaching fast, and your company needs to adapt. Start thinking now about corporate measures for coping with data and marketing techniques that respect users’ personal privacy.
Want to know how to do this? Then check out our Digital Marketing and Privacy Guide !
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