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.