It’s no secret that personalization has become one of the main priorities for marketers. Previously personalization has been appreciated, but thanks to ever-evolving consumer needs, traditional mass marketing tactics are being replaced by hyper-personalized campaigns that cater to consumers’ individual needs.
For many this has presented a challenge as consumers have become increasingly concerned about how their data is being used and collected. Because of this, we have seen an introduction to stricter regulations, the gradual depreciation of third-party cookies and individuals wanting to conceal their personal details.
But how can marketers continue to deliver on their audiences’ expectations for personalized experiences while meeting their needs for increased data privacy?
Embracing the shift in consumer demands
As we slowly but surely approach a pivotal moment for marketing – the depreciation of third-party cookies – one thing is clear; consumers need more transparency and privacy-centric approaches when it comes to their data.
The use of third-party cookies has been vital in enabling personalized experiences online and is being deemed as a necessary part of the internet. This is particularly true for marketers who have previously connected to their target audience by tracking users’ activity and delivering targeted messages based on this. As a result, the shift towards a new cookie-less world will require some getting used to.
A good starting point would be drilling into building marketing strategies that truly embrace the privacy-first mentality. This involves going beyond the minimum legal requirements for privacy by giving customers complete control over their information, being transparent about the type of data they share, and demonstrating the value that can be received in return for this.
A vital resource for the privacy age
As we continue to move into the privacy age, brands should consider first-party data – a vital resource that is gathered with customer consent. By grouping interactions directly with consumers, marketers can enhance the reliability and quality of the data itself. Not to mention address privacy concerns.
However, one thing to note is that aside from tech giants, most brands will find that first-party data needs to be used in combination with a customer data platform (CDP). This will ensure data is enriched with qualified privacy-safe third-party data that is pulled from additional sources.
A properly integrated CDP will bring together the data collected from all sources and continuously update customer profiles in a central location, providing more accurate insights and improved segmentation, whilst delivering an improved customer experience.
An increased emphasis on ‘in-house’ tools
There has also been a greater emphasis on ‘in-house’ AI tools, including initiatives such as consent mode, enhanced conversions, and Google Analytics 4 (GA4) all contribute to supporting the heightened focus on privacy. In doing so, marketers have greater ability to tap into a more privacy-centric approach while simultaneously embracing privacy.
For instance, Black Box solutions, such as Meta’s Advantage+ and Google’s Performance Max are not only widely accessible but they also reveal hidden patterns that might otherwise go unnoticed.
By predicting future behaviors and bridging any informational gaps, marketers can tailor their strategies with enhanced relevance and in turn, improve the effectiveness of campaigns. This means that customer engagement and conversion rates can be improved significantly.
Preparing for a massive shift in the marketing landscape
The demise of third-party cookies and the heightened focus on privacy is undoubtedly a massive change in the marketing landscape but it is also one that should be embraced using methods such as enriching first-party data. In doing so, marketers can look to build stronger, more transparent relationships with their consumers. Furthermore, by leveraging the advanced capabilities of AI technologies, there can also be a greater focus on strengthening loyalty while still delivering personalized experiences for the intended target audience. The key difference is that with first-party data, marketers can obtain consent.
It is important to note that transitioning will require some effort to manage – especially as marketers learn how to adapt to a more privacy-centric audience and a world without third-party cookies. But if marketers embrace this change, it’s a shift that can contribute to more sustainable and successful marketing strategies – purposefully designed for the privacy age.
By Jessica Jacobs, Chief Customer & Partnerships Officer, Incubeta