With personalisation into the Cookieless World
Cookies are an essential pillar of online marketing. Their tracking is considered the most common method of identifying users on the internet – the basis for personalised experiences. However, government regulations such as the General Data Protection Regulation (GDPR) and growing user awareness of privacy issues are putting increasing pressure on the industry. Several browsers, such as Apple’s Safari and Firefox, block third-party cookies by default. Google had also announced the end of the cookie era for Chrome, but has since postponed this. In any case, marketers and advertisers have to take action now in order to continue to offer their customers an excellent personalised experience in the future. The basis for all solution approaches is therefore a well thought-out strategy for first-party data. KPS has developed a four-step approach to successfully master the way into the “Cookieless Future”.
Instant Personalisation
Personalisation - everything you need to know!
Everyone knows it: excellent cx is crucial for success. Nevertheless, many companies do not offer a consistent customer experience. Only holistic personalisation becomes a fast-acting success booster. That’s why we call it Instant Personalisation.
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Cookies - and what comes next?
Although Google has postponed the end of the cookie era for the time being, it is still worthwhile to establish personalisation strategies that do not depend on third-party cookies. Discover in our whitepaper what would change without third-party cookies, how advertisers can smoothly transition into the Cookieless World and what the four key steps are to build strong customer identities without third-party cookies.
End of the cookie era = end of personalisation?
Carlo loves cookies – but only those with chocolate chips, not the ones with sultanas. He is always happy about coupons and special offers for his favourite sort. However, he is worried about the fact that not only his supermarket knows about his preference for the chocolate variety, but also the discounter and the drugstore around the corner.
By not using third-party cookies, retailers regain the trust of their customers. Google may have put the cookie issue on hold for now, but “Postponed is not canceled!” Marketers should act now to set the course for the Cookieless Future and find new ways to approach their personalisation strategy.
The future of advertising without third-party tracking
GDPR & personalisation: not a contradiction, but the recipe for success
Third-party Cookies
Data protection concerns due to lack of transparency
Third-party cookies are, for instance, set by advertisers – but not by the visited page itself. They enable the tracking of a user across websites, such as the length of stay or the clicking of links. Users have little transparency about how their data is used – this is bad for user trust in the companies involved.
First-party Cookies
High transparency for users
In contrast, first-party cookies are set by the website a user is currently browsing. Because they are stored locally and not shared with third parties, they enable personalisation of the content on that page and comply with data protection requirements. At the same time, they are not blocked by browsers and therefore offer a valuable source of information for marketers – while at the same time providing a high level of transparency for users.
Personalisation in the Cookieless World
The development of cookie alternatives takes time
Marketers need to find cookie alternatives to continue to provide personalised offers and content to their customers. These are essential for long-term customer loyalty – which in turn leads to increased sales. But most alternatives for the cookieless future need time to develop their full potential – just like a good cookie dough.
A practical example:
A sports retail chain has been actively running a blog on running and running training for a long time. The well-written articles contain information specifically for runners who are just starting out. They want to get fitter or master their first race. For this purpose, they need equipment.
Now the sports retailer wants to get to know its customers better. To do this, the marketing staff use first-party data, i.e. data that customers share directly with the sports retailer. There are various incentives for this: if customers leave their email address, they receive regular newsletter updates on new blog articles, equipment recommendations or nutrition tips for runners. Certain blog contents, such as training plans, are only accessible after registration – but then in an attractive layout and as a printable PDF. In an especially created online forum, starting runners can register by entering their city and their running goal (for example, distance or pace) and exchange information with other runners. Users who have never shopped at this specific sports retailer, but who want to learn more about starting to run, also register in the forum.
After some time, many users have registered and receive individually tailored offers and marketing materials. Existing customers receive customised recommendations, and potential customers are made aware of the chain’s special offers for runners – such as shoes, training clothes, nutritional supplements or running equipment.
Since processes like these take time, it is important to start the Cookieless Future as soon as possible and to prepare your own company for the imminent disappearance of third-party cookies. Our KPS marketing experts have gathered the most important steps on the way to the Cookieless World in our Cookieless Future Guide.
Download Cookieless Future Guide!
Our recipe for the perfect personalisation strategy
Review privacy policy
Companies should first ensure that they allow users to manage their data properly in order to guarantee full data protection. Consent to the use of data is indispensable in this regard.
Analysing customer-specific data
Analyse which customer data is available and where it comes from. At the same time, marketers can analyse the customer journey and create customer profiles.
Transparent communication strategy
Trust is the currency of the Cookieless World. Create data transparency and give your customers decision-making authority over their data.
Focus on ``data that stays``
Make existing customer data the cornerstones of your marketing activities and consistently implement a first-party data strategy, for example with a sound customer data platform.
Download Cookieless Future Guide
Cookies – and what’s next on the agenda?
The successful way into the Cookieless Future
Discover in the Cookieless Future Guide
- What to do if there were no more third-party cookies?
- How advertisers can make the transition into the Cookieless World!
- What are the four key steps to building strong customer identities w/to third-party cookies?
- How KPS supports you on your way into a Cookieless Future!
We pave your way into the Cookieless World
