2020 has been full of major changes. Among them, the confirmation of the change in the attitude of consumers towards privacy, which has resulted in a strengthening of the legal framework on the Internet. A clear example is the European Union’s General Data Protection Regulation (GDPR) and the most recent California Consumer Privacy Act (CCPA).
These laws require a shift of focus in order to understand consumer behavior that until recently was dependent on Third Party Cookies. For companies involved in digital technology, today’s landscape involves finding new ways to explore information, and provide relevant feedback to continue to enhance the relationship with their customers.
What is going on?
It is a fact, users are demanding more transparency and privacy of their data. That’s why a year ago Google announced that it would gradually eliminate support for so-called third-party cookies in Chrome. It would be something gradual, over 2 years, and would be supported by technological proposals to replace them (they have announced that it will be FLoC). In other words, by 2022 the main browsers (Google Chrome, Firefox, Safari) will have completely blocked the use of third party cookies.
The suppression of cookies represents a major change in the digital advertising industry based on the ability to know the behavior of users. Therefore, companies need to prepare and adapt to the changes that will arise in customization solutions. However, there is no need to panic: alternatives such as DELIO, Lead Management, have been around for a long time.
But before we start let us be clear:
Cookies, what are they?
A cookie is a harmless text file that is stored in your browser when a user visits a web page. Cookies are used to record certain navigation interactions on a web site, storing data that can be updated and retrieved. These files are stored on the user’s PC and contain anonymous data that is not harmful to your equipment. They are used to remember the user’s preferences, such as the language selected, access data or page personalization.
Cookies can also be used to record anonymous information about how a visitor uses a website. For example, from which website you have accessed, or whether you have used a banner advertisement to get there.
What types of cookies are set?
There are different types: technical, analysis, advertising… Consult our guide “What is a cookie” ” to learn more about the types of cookies and information that each one stores.
At Walmeric, always at the cutting edge of innovation, we work to ensure that new restrictions do not affect our customers. For example, our script that collects the tracking and conversion of each lead complies with the latest Google Chrome requirements.
How to face the change?
First and foremost, the changes will be gradual and it won’t be until 2022 that third party cookies will become incompatible with Google Chrome. Surely you remember other examples of technologies that were replaced by other viable alternatives, such as Flash content. The market evolved and adapted properly with other open standards. It is expected to happen in a similar way in this case.
Some recommendations, to adapt to change and come out stronger, according to Deloitte:
1. Expand the data you have in your own possession
This is fundamental both to know the audiences, and to be more effective in offering a more personalized service.
2. Implement a good cookie consent system and improve cookie management options
Having a good system of consent also means being able to explain its operation clearly and transparently. The consumer’s confidence in the brand has more and more weight.
3. Explore the data of the technological leaders
Google and Facebook, for example, offer aggregated but granular audience data collected through their respective platforms and at no additional cost, unlike other third party data.
4. Explore content publishers’ data
Numerous media companies offer programmatic advertising options to be hired directly or through auctions. This option will be expanded as third party cookies disappear.
5. Stay tuned to audiences from third party data
Agents offering aggregated data that does not originate from a cookie are growing. This option will become more important over time.
6. Apply “unusual” customization techniques
The personalization of campaigns through the intelligent combination of geo-targeting and the differentiation of the time of connection (often called “marketing of the moment”) generates a high commitment. We will see more and more of these techniques.
7. Take the opportunity to rethink your marketing technology ecosystem
Maybe it’s time to redesign your data strategy and the technology that will go with it. As you know, it is essential to keep up to date to have greater control, visibility and to be able to take advantage of your own data: now more than ever. In addition, owning your data will be your safeguard against a change of agency or tool.
8. Improve the expected benefits by working on the quality of the customer experience
The confidence of your customers along with the customization of the messages at the right time, is the best strategy.
How can DELIO help you?
Delio is the industry’s reference platform for lead management and it only uses first-party cookies. It offers you the tools you need to qualify your leads, know their interests and contact them immediately, at the right time. And all this from a single platform that makes it possible to design and automate your communications to get the most out of your marketing investments.
Without a doubt, contacting each client at the best time is key. Delio guarantees effective contact within 30 seconds, increasing global sales by 20%. In addition, our platform collects end-to-end tracking of each lead and shares it with your sales agents. This way, your sales argument will be more relevant and personalized.
Start creating commitment for each lead through click 2 video and co-browsing solutions capable of improving the customer experience and generating quality engagement. At the same time you recover those leads that initially did not turn into sales, through personalized contact flows.
Most importantly when it comes to data, you will be able to analyze and continuously improve your advertising investments, even with the disappearance of third party cookies, as you will get all the information about your campaigns in real time. All this information is presented in a visual and customizable way thanks to our dashboards. This will allow you to discover what works best for you and thus optimize your investments in marketing platforms. It also integrates perfectly with other measurement tools such as Google or Adobe Analytics. The perfect option that adapts itself to any change.