Today, marketers can reduce reliance on third-party cookies and improve personalization by a few tweeks on their data collection procedures.
Since the introduction of digital privacy laws, marketers have spent a lot of time trying to re-evaluate their data strategies for the platforms and product marketing. However, these regulations restrict the use of third-party cookies, which in any case will soon be deprecated by search engine browsers, and those relying on them for customer data collection will have to rethink their practices further.
To deliver these personalized experiences, digital marketers have now turned towards browser cookies to gather consumer information. But initially, these cookies were never intended to store visitor user information other than the user’s preferences; unfortunately, they transformed to becoming data collection containers over time, often without the user’s consent.
Today, we have GDPR and CCPA with us and there is all this emerging data privacy legislation,
One of the biggest shifts here over the course of time is that consumers are understanding the value of their data in this relationship and they are understanding how much of their data is being used, which makes them also accordingly.
What’s the catch? 80% of consumers are more likely to purchase from the companies that they believe protect their personal information. In addition, 79% of these buyers would be willing to share their personal data, only if brands make it clear it would benefit them.
Well, what’s the future for this? Must marketers prepare for a cookieless future through proper consent management practices? Well if that is the case then they must certainly concentrate on a few of the important points listed below:
- A transformation of data collection
- A clear, data-driven personalization strategy
- Higher levels of consumer data control
- Consent management platforms aren’t going away
Stick with us and find out what these are all about, where we provide you more insights to all the above listed points.
FINAL THOUGHTS…
Hope you enjoyed today’s article …
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