Google has announced that in 2022, they will no longer allow third-party cookies. What does that mean for your digital marketing strategy?
Cookies, the little bits of tasty information that get stored on your computer every time you visit an ecommerce site, allow you to enjoy a personalized experience when you return to that site. The company is collecting and analyzing data about you to make recommendations and customize your visit.
After this year, those cookies will be eliminated in an effort to protect consumer privacy. The upside is, you’ll no longer be tempted to pair Oreos with your web browsing. The downside is that your digital marketing strategy will be forced to adapt.
It’s Not Just Google: Google’s announcement is part of a broader push to give consumers more control over their information. Apple announced in 2020 that they would soon implement a new privacy feature that would require apps to give users a prompt asking them for permission to use their data and disclose in what fashion it would be used.
Facebook has pointed out that small businesses use data analytics from sites like theirs to level the playing field and compete with their larger competitors. They say that privacy policies like those issued by Google and Apple hurt the same people they’re trying to protect.
Should You Be Worried? Marketers rely heavily on data, and use it for crafting a targeted message to a segment of your audience. So, you are likely wondering if everything you do is about to change. Here are two reasons why you should be prepared, but not overly worried, about your digital marketing strategy:
There’s Time: Throughout 2021, you can continue collecting important data about your market and use it to create a more exacting picture of who you’re trying to reach. Data is an ever-changing part of your strategy, but any plan you use going forward will benefit from knowing who you’re trying to reach today.
There Are Solutions Coming: A new approach, called Federated Cohort Learning (FLoC), uses clustering in an algorithm to give you data insights without identifying specific users. This technology is still in testing, but so far it shows a 95% effectiveness rate when compared to the use of cookies. This means that it’s likely that you’ll know how people behave on your website when they encounter a particular landing page or what percentage of visitors browse a specific item, but you won’t track any particular user’s activities.
Another solution called FLEDGE is an application processing interface (API) that will equip companies with remarketing tools that still protect the privacy of individual consumers. It is still in development but should be available near the end of 2021.
Don’t be afraid of the privacy policy changes coming. Our team at SJC Marketing will be ready to help you navigate the changes for measurable growth in your digital marketing strategy.