As third-party cookies disappear, marketers will continue to search for more engaging ways to connect with customers. The silver lining is that customers will share latest mailing database their data when there’s a clear value exchange and the interaction with the brand pays off for them. The key is that brands are transparent with users about this exchange.
“A clear majority of consumers want personalized ads and are willing to share the information brands need to make it happen — if the value exchange is right,” said Steve Dunlop, CEO and founder of AMA – A Million Ads, a dynamic creative company for audio. “Today, personalization at scale is more accessible, more affordable and more achievable than ever before.”
“As consumers become more privacy-aware of their online activity and data collected on them, the song and dance between offering a personalized experience while still keeping their information highly secure and private will increase,” said Yandong Liu, co-founder and Chief Technology Officer for conversational marketing company Connectly. “In 2024, continuing to find the balance between offering an individual customer experience while educating consumers about their privacy rights will be vital to brand development and the customer experience.”
Marketers use more geographic data
Another solution in the post-cookie era will be depending more on geographic and localized consumer data, according to Rob Davis, CMO and President of independent agency NOVUS.
“The premise is simple: birds of a feather flock together,” said Davis. “By targeting location rather than audience characteristics or anonymized individuals, [geographic targeting] offers a targeting opportunity that is privacy compliant and largely sidesteps the need for third-party cookies.”
He added, “But while the premise is simple, the execution is not. Few agencies and even fewer marketers have the data infrastructure, the personnel, nor the wherewithal to set up campaigns at a zip code level and be able to optimize at extreme granularity. For those that do, it will be a competitive advantage.”
