In recent years, online privacy has become an increasingly important priority. In response, Google has announced that it will remove third-party cookies from its Chrome browser in 2024. This move will have a significant impact on digital marketing strategies, as third-party cookies have so far been a valuable tool for collecting data on potential customers.
However, there are still effective ways to increase your database of potential customers by using first-party cookies and adopting new strategies. In this article, we will explore how to do this, providing an overview of different types of data and focusing on some useful activities to implement them.
First-party, second-party, and third-party cookies:
Before we get into the strategies, it is critical to understand the differences between first-party, second-party, and third-party data.
- First-party data are cookies are generated by the site that the user visits directly. They are used to track user preferences and actions within a specific site, thus enabling a better user experience and accurate tracking.
- Second-party data are cookies are generated by a domain other than the one you are visiting. For example, they could be used by an affiliate company or analytics platform to further track user actions on third-party sites or advertisements.
- Third-party data are cookies are created by third parties independent of the site the user is visiting. They are usually used to collect data about consumers' browsing habits, interests, and preferences in order to provide targeted advertisements.
Strategies for increasing your database of potential customers using first-party cookies:
By removing third-party cookies, first-party data will become even more valuable in building and enriching your database of potential customers. Here are some useful strategies:
- Use sweepstakes: Sweepstakes are indeed an effective engagement tool to attract new users to your site and motivate them to provide information related to interests and preferences. Through the use of first-party cookies, you can track user actions and collect personal data relevant to your marketing efforts.
- Personalize the user experience: You can use first-party cookies to tailor the user experience to the user's preferences. This can include personalizing content, sending exclusive offers, and creating personalized recommendations.
- Exclusive offers and discounts: You can use first-party data to monitor user behaviour on the site and offer them exclusive offers or targeted discounts to incentivize them to enter your data. For example, a pop-up window with a special discount can prompt the user to enter their e-mail address to receive the offer.
- Deepen segmentation: Leverage the data collected through first-party cookies to further profile your audience into clusters. This will enable you to provide more targeted content and offers, improving the relevance and effectiveness of your marketing campaigns.
Although removing third-party cookies can be a challenge for digital marketing strategies, using first-party cookies still offers many opportunities to increase your database of potential customers in your CRM. Investing in strategies such as sweepstakes and offering personalized content can allow you to engage users, collect personal data and build lasting relationships with your database.
Adapt to these new rules to maintain a successful digital marketing strategy well into the future without third-party cookies: E-Business Consulting can accompany your company, with targeted strategies, into the new “cookieless” world.
E-Business Consulting, a company specialized in digital marketing and the development of effective digital strategies for all types of businesses to engage with online users. Call now for a free quote and discover all the services offered and the opportunities reserved for you.