For years, brands like yours have been using third-party cookies to harvest data in digital marketing, track user activity and engagement, and inform future advertising strategies. Recently, Google announced it would be removing all third-party cookies from its Chrome browser. The announcement threw many for a loop… but then Google extended the deadline until 2024.
While you may be relieved to know you have more time before the phaseout, it doesn’t mean you should sit back and wait for that day to come. Instead, if you want to position yourself ahead of the competition, you should now embrace third-party cookie alternatives, like first-party data. The following strategies can help set you up for success.
Develop a first-party data strategy
First-party data is information your company collects directly from your audience, whether from your company’s website, apps, CRM, social media channels, or surveys. It’s consent-driven and inherently more transparent than other data. Creating a solid first-party data management framework will enable your organization to transition seamlessly off third-party data while continuing to reach new prospects.
Consider gathering data through email marketing
In addition to your website and social media channels, email marketing can help you gather first-party data. Forms, in-email purchase options, and customizable marketing paths are just some tactics you can use to garner more first-hand information.
Prioritize customer loyalty and retention
Google’s phaseout of third-party cookies may impact how you acquire new customers, but it shouldn’t affect how you retain existing ones. Research shows consumers want more personalization from marketers. So consider shifting your focus to engage your current customers and audiences in personal and authentic ways. Enhancing your customer experience with first-party insights can create a more personalized experience and increase retention.
By remaining open to new methodologies, you may discover alternative tracking techniques that are even more suitable for your business. Plus, the more efficiently you can use first-party data, the more personalized your messaging will be, which is precisely what your audience wants.
Consider partnering with a full-service marketing agency
Shifting to a first-party data model can help your organization appeal to consumers who are hesitant to share information in other ways, and it will set you up for long-term success. If you need help developing a solid first-party data strategy to ensure you’re ready for Google’s third-party phaseout, consider working with a full-service marketing agency like ENVOY. Our integrated marketing approach positions clients for sustained success and growth. Contact us to get started today.