That's the way the cookie crumbles: Why brands need to utilise first hand data.




(Image: Marwick Marketing)




The death of cookies has been a hot topic in the advertising world for some time now. And with good reason. Cookies have long been the primary way that brands and advertisers collect data on consumers. But with the rise of privacy-consciousness and regulations like GDPR, the days of cookies as we know them are numbered.

So what does this mean for brands and e-commerce shopping?

For one, it means that advertising needs to change strategy. Brands can no longer rely on cookies to collect data on consumers. Instead, they need to find other ways to collect first-party data.

There are three strategies that can help companies gain an advantage in this new landscape: using their own consumer touchpoints to collect first-party data, creating partnerships to leverage second-party data, and experimenting with contextual and interest-based advertising.

The specific path to success will be different for each company, but all organisations should focus on creating and sustaining strong consumer relationships while protecting the privacy of users


Use brand’s consumer touchpoints to collect first-party data


Interactive video content and shoppable ads are two examples of ways that brands can collect first-party data. And by being transparent about how they use data and being unobtrusive in their collection methods, they can build trust with consumers.


Create partnerships to leverage second-party data


Another way for brands to collect data is through partnerships with other companies. This can be done by sharing data sets or creating joint ventures. This strategy can be especially helpful for small businesses that don’t have the resources to collect their own data.


Experiment with contextual and interest-based advertising


Finally, brands should experiment with contextual and interest-based advertising. This type of advertising is less reliant on cookies and more focused on the content of the ad. And by being relevant and targeted, it can be more effective than traditional advertising.


The bottom line


So while the death of cookies may seem like a bad thing for brands, it opens up new opportunities for those who are willing to experiment and adapt. By utilising first-hand data, brands can create a more personalised and interactive experience for consumers that will ultimately lead to more sales. These experience can be both digital and implemented into Brick and Mortar stores for more interactive in person shopping.

What do you think? Is your brand prepared for the death of cookies? Let us know in the comments below!


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