Maybe it’s a not-so-welcome reminder, but we’re just giving the people what they want!
So we’ve covered some of the big changes coming to privacy from Apple and Google. To summarize: Google is going to phase out third-party cookies as online tracking tools. And Apple plans to make its mobile device ID opt-in only, meaning cross-application tracking of site visitors is out the window.
But are you ready for the cookie-pocalypse?
Don’t worry, they won’t be completely dead. Google just wants us to shift the strategy to first-party data use. A lot of companies are rolling with these punches and waiting until the 2023 deadline set by Google. But how do you shift to that strategy? Forbes has those five steps:
- Create A Data-First Strategy for Real People: Data and insights should be at the core of every decision marketers make, but being reactive is the kicker. This way you can be delivering relevant personalization instantly.
- For the 300th Time, Build a First-Party Data Strategy: Create your own people-based identifiers that don’t depend on third-party data. This can come from all of your channels, so maybe it’s time to see how each one is doing, or add new ones.
- Build Partnerships with Trusted Data Providers: So marketers need to be collecting more of their own audience data, AND extend their connections to high-quality first-party data providers. A great place to start is with CRM systems.
- Diversify Your Digital Marketing Toolkits: Spread out your marketing approaches. Forbes suggests account-based marketing (ABM) and contextual marketing. ABM is a personalized approach used to drive results for specific accounts. Contextual marketing is where marketers target their messages to audiences based on the context, content, and meaning of the user’s environment.
- Get Yourself a Strong Measurement Partner: Expand the coverage of your advertising-effectiveness measurements and keep user privacy secure. Test your measuring partner (or yourself) with this question: how much of the overall digital ad spend be measured?
See the full Forbes article for more details on the full 5 things you can do to prepare.