Google has (again) pushed the deprecation of third-party cookies. This means that current tracking and data parameters can remain in place. For now. But the cookieless future is coming. And the time to plan for it? Is now.
Build Your Email List
Reducing dependencies on Google or third-party cookies is one of the best ways to prepare yourself for a cookieless world. One of the easiest ways to do this is to build up your own database. The more people you can reach on your own, the more cost effective your marketing campaigns will be long-term. The one-time cost to grow your database by prospecting for new leads is much smaller than the recurring costs to target ads to non-subscribers week over week. Plus, you’ll be able to learn a lot more about your subscribers without relying on cookies.
Analyze Your Own Data
The biggest benefit of third-party cookies is tracking, AKA, analytics. But if you’ve got a large database of your own (see above) you can run robust analytics and learn a lot about your customers and potential customers yourself. The larger your database, the more patterns and commonalities you’ll see and the bigger comfort level you’ll have with extrapolating that data and applying to potential customers. You can determine how often people purchase, how long before a new customer buys, and what predicts customer loyalty. Once you know what behavior is happening, you can also work on email campaigns to drive behavior.
Build a Co-Registration Strategy
To really reduce your dependency on third-party cookies, you’ll want to relook at your advertising strategy. Co-registration allows you to target people on the sites they know and love, and makes signing up for your email list a breeze! A logged in user will be presented with the opportunity to easily opt-in with just one click. Moving from traditional display ads to co-registration ads now can be a great way to prepare for a cookieless future. And the best part is, you only pay for confirmed opt-ins. Plus, there is no landing page required, so you can get up and running soon.
Ready to get started? A free evaluation will put you on the road to a cookieless future.