More than the demise of cookies

  • February 17, 2021
  • Misc
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30-second summary:

  • A cookieless truth impends, however marketers can’t pay for to go out the clock, ready an identity service into presence.
  • Today’s environment is formed by personal privacy guideline, altering internet browser policies, and pandemic-induced customer habits shifts.
  • Nativo’s SVP of Product talk about the requirement for a tactical pivot to material and context today.

While the marketing market focuses on Google’s 2022 expiration date for third-party cookies, a failure to reside in the here and now is costing brand names daily. A cookieless truth impends, however marketers can’t pay for to go out the clock, ready an identity service into presence.

Today’s environment is formed by personal privacy guideline, altering internet browser policies, and pandemic-induced customer habits shifts. Brand attention should be trained up the funnel: Upper-funnel branding and mid-funnel awareness will specify brand name success in the coming years, asking a tactical pivot to material and context today.

The truth of cookies today

Google’s choice is the last action in a long journey towards a cookieless truth. Current constraints in Safari (iOS) and Firefox efficiently conceal 40 percent of brand names’ United States audiences from their targeting and attribution efforts. Simply put, marketers reliant on cookies are currently losing out.

While online marketers expect the upcoming retirement of cookies, lots of harbors hope that the advertisement tech market will provide an option in between now and Google’s arranged end ofthe world. Unfortunately, that reasoning doesn’t hold:

A one-to-one cookie replacement doesn’t exist

Cookies power numerous diverse components of adtech, and replacements will feature restrictions. A mix of brand-new “services” will fill spaces in measurement, targeting, or attribution, however each will have downsides, adoption curves, and application expenses. Even with brand-new innovation, it won’t be organization as normal.

Maintaining the status quo disregards the genuine issue

Google’s choice is a direct action to customer personal privacy needs. Additionally, the pandemic has actually basically changed customer habits, requiring a prioritization of the customer experience at the brand name level. If personal privacy and UX aren’t at the heart of a brand name’s post-cookie strategy, even a full-fledged replacement isn’t sufficient to stay competitive.

Moving up the funnel

It is clear that marketers should upgrade their marketing stacks to make up for cookie devaluation by 2022. What’s similarly clear? Brands should upgrade their fundamental methods to enhance efforts throughout the whole consumer journey. Those inclined to experimentation today will be far ahead of the competitors when it pertains to getting in touch with customers tomorrow.

But it goes beyond technology.

I recognize it’s a little unusual for a product guy to tell people there’s no one-stop solution for all of their challenges. And don’t get me wrong—some very cool tech is in development to tackle the cookie depreciation fallout. All the same, marketers must focus on the end goal: The objective isn’t a click from someone on their cookie list. It’s to inform and influence consumer behavior through a beneficial brand experience.

When it comes to executing their marketing strategies, advertisers need to keep their eyes on the prize and double down on content—and the context in which it appears. Need proof?

Industries that need a comeback

The pandemic has devastated certain industries, like hospitality and airlines, more than others. Brands aren’t attempting to drive direct sales right now. Rather, they’re underscoring the value their products and services provide and demonstrating their role in the consumer’s new normal. “Buy now” banners don’t achieve that. Smart contextual targeting of relevant content marketing does.

Less shelf browsing

The pandemic has proven that ecommerce is here to stay. Shoppers are eschewing brick-and-mortar businesses in favor of their online counterparts. People naturally gravitate to the familiar when purchasing online, meaning brands that thrived on point-of-purchase displays must now prioritize high-level awareness among customers researching certain product categories.

Greater emphasis on product research

Even quarantined for the foreseeable future, individuals are making important purchases: appliances, cars, home furnishings, soft goods, you name it. Consumers are buying online, and extra time at home translates to deeper product research and evaluation. To be in the consideration set, brands should deliver valuable mid-funnel content to influence purchase affinity and intent.

Rather than fixating on the deprecation of cookies, advertisers must train their concentrate on the industry dynamics and methods that can impact their bottom lines today—by pivoting to content and context. Instead of chasing clicks and flooding low-fidelity audience profiles, today’s marketers are wise to invest in the strategies and technologies that build awareness, affinity, and purchase intent that will sustain their brand names for the long run.

Eugene Cherny is SVP of Product at Nativo.

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