I mentioned on this blog already that Apple and Google will no longer support tracking technologies like third-party cookies. This move has undoubtedly left many marketers scrambling to find good alternatives to enable them to continue to effectively communicate with their prospects. 

When change occurs, it’s easy to focus on what you have lost. However, I encourage you to focus on what you may still have or what you may still do. You could be sitting on a wealth of first-party data that customers have agreed to share with you.  And if you aren’t in that fortunate position, I encourage you to begin now to consider how you will generate new customers without cookies.

Here are three ways to help you get new customers without cookies.  Think of this as an initial plan that will help you prepare for a cookie-less world. 

1.  Audit how you are currently using cookies 

In order to prepare for a cookie-less marketing world, start with auditing how you use cookies now.  Study how cookies are used in your current digital strategy and if they are necessary. What is your retargeting strategy? You should seek to have a full understanding regarding how you collect data now and how the loss of retargeting will affect how you collect data moving forward.

2.  Focus on first-party data

Since you can’t borrow data from Facebook and Google, you need to own it.  In most cases you already do or you are working with a media agency that can gather it for you.  So, what does this mean for advertisers? Here’s what it means:

Focus your marketing efforts on capturing more data from your current customers. Try to acquire e-mail addresses with their consent.

3.  Rethink your data sources

Third-party data will help you better understand your target market, their interests, demographics, etc. More traditional data collection like surveys will help you better predict audience behavior from samples.

The changes from a cookie-less world can be challenging.  If you need help determining the best approach to defining your customers’ identity and how to use first-party data to grow your revenue, please contact me.

The Producers Network is a digital media company specializing in franchise development marketing.  We’ve developed  first-party data, cookie-less advertising products, and historical data analytics to deliver results.  Learn more on our website.