We are less than a year away from a significant shift in the digital marketing landscape – the deprecation of 3rd party cookies in 2024. While this change may seem daunting, preparation and strategy are key to navigating this new era successfully.
Here are five things you can start doing TODAY to prepare:
1️. Embrace First-Party Data: Start cultivating direct relationships with your customers. Collect first-party data wherever possible – email newsletters, customer feedback forms, and other direct interactions.
2️. Explore Cookieless Options: Begin testing different cookieless tracking technologies such as fingerprinting, Universal IDs, or Google’s Privacy Sandbox. This will help you understand which solution works best for your business needs.
3️ Revise Your Marketing Strategy: Without 3rd party data, marketers will need to revise their approach to audience targeting. Content marketing, SEO, and organic social media may play a more significant role.
4️ Educate Your Team: Make sure your team understands the impending changes and how they impact your business. This transition should be a company-wide effort.
5️ Stay Informed: The digital marketing landscape is continually changing. Make sure to keep up-to-date with the latest news and developments regarding cookie deprecation.
Change is inevitable, but it doesn’t have to be scary. Let’s use this transition to build more transparent, trust-based relationships with our customers.