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The world of digital marketing is changing. As consumer concerns about the security and privacy of their information rise globally, heavy hitters like Apple and Google are leading the way toward a cookie-free future.
Is this a major game changer for marketers? absolutely. Digital marketers have relied on cookies for years to target customers and help with attribution. Now, facing a future where this is completely impossible, marketers are looking for ways to create cookie-free marketing strategies.
[Download Our Latest Report: Planning for a Cookieless Future]
Let’s take a look at some of the challenges that need to be addressed and how marketers can adapt to a cookie-free world.
Challenge 1: Losing cross-channel multi-touch attribution
As user profiles begin to fragment across desktop computers, mobile phones, smartwatches and more, Multi-touch attribution It was considered the wave of the future. The name of the game has become tracking ad exposure across multiple channels through which marketing efforts reach consumers.
And while this game is difficult – because creating a unified customer view from such a fragmented user journey is no easy task – it seems to be the only game that has lasted more than a decade.
But without cookies, cross-MTA would become even more difficult.
Challenge 2: Loss of granularity
Data accuracy has become a cornerstone of marketing strategy and decision making. The greater the granularity, the deeper the companies’ understanding of their customers. Without cookies – specifically third-party cookies – marketers rely almost exclusively on first-party data.
So what does this mean? This means that in an era where consumers increasingly expect personalized experiences from the brands they interact with, those brands will lose a key resource for creating that personalization.
Challenge 3: Reducing access to datasets
Many marketers have, of course, relied on widely available data sets provided by third-party cookie sources. Without it, marketers will have to build a sometimes completely new infrastructure around the way they collect and analyze customer information. Or they will have to pay for walled gardens or clean rooms that a third party will make available to them at their discretion.
Either way, the process of adapting to limited data availability can be expensive, time-consuming, and tedious. Not everyone is ready to rethink their marketing strategy and the way they make decisions.
How can marketers adapt?
Make no mistake, major change is coming (or may already be here) to the digital marketing landscape. And it has many marketers thinking about not only the future of their digital marketing efforts, but perhaps even the future of their business.
While the challenges of moving away from a cookie-cutter focussed approach to marketing are very real, the future is far from dire. Marketing without cookies is not the end of the world.
AI and ML
Now that marketers, among other challenges, are faced with increasingly disparate sets of data from different sources, one of the best ways to organize and make sense of that information is through data. artificial intellect and machine learning.
With AI and ML, marketers can take vast swaths of aggregate data and turn it into granular, customer-level insights. And the predictive model can also identify future customer insights.
What’s more, AI and ML can do this at speed, predicting exposures and reconstructing customer journeys from gigantic, overwhelming amounts of aggregate data in real-time or near-real-time.
uniform measurement
A unified marketing metric (UMM) combines various marketing analytics and measurement models to create one complete and inclusive picture of your entire marketing landscape. UMM is what makes optimization possible in a world where marketers now need to think beyond third-party cookies while navigating the modern multi-channel advertising landscape.
With a unified approach to analytics and AI and ML, marketers are much more equipped to navigate the upcoming changes in the digital marketing landscape than many may realize.
automation
The right technology makes all the difference. Using this technology correctly is just as important.
Marketing strategy automation and continuous optimization is the key to success. When marketers have the right systems and technology already in place, they can adapt to whatever customer needs – and whatever regulatory challenges – come their way.
The future of digital marketing is what we create
Change is coming to the digital marketing landscape and cookie-free marketing is now inevitable. Success involves not only adapting to this change, but accepting it. How well and how quickly marketers do this will make the difference between moving forward and falling behind.
Marketers need partnerships Technological platforms which helps them fill the gaps in their strategies left by the loss of cookies, as well as meet new and growing online privacy standards. The right strategy partnered with the right technology is what will allow marketers to continue to thrive in an ever-changing industry.
The future of digital marketing is what we make it – so it’s up to us to make it bright.
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