The future of digital marketing in a world without cookies
Por Paz Terluk, CEO & Country Manager, Mexico
Today it is practically impossible not to be immersed in the dynamics of the digital age. For years, cookies have been the main driver of digital marketing campaigns that deliver commercial messages to those who, for some reason, have been associated with the product or service being promoted.
Recently growing concerns about data privacy have triggered significant changes in cookie regulation. In Europe, for example, the General Data Protection Regulation (GDPR) requires companies to obtain explicit consent from users before using cookies. For its part, Google has announced the end of the use of third-party cookies, which, although it marks a point of optimization for users, also means the reconfiguration of digital marketing as we know it.
According to Paz Terluk, CEO of MarketLogic and CM México, “these changes force marketing specialists to perfect their outbound strategies to attract better segmented audiences and at the same time to have more advanced systems for the management and protection of the data”.
Let us remember that cookies are small fragments of information used by the website, and that they play a crucial role in the personalization of content, through the analysis of data on the user’s interaction with the website such as their preferences, browsing history and login data, among others. This allows users with a genuine interest in the brands’ offer to be identified and, therefore, digital marketing campaigns can be more efficient.
Specifically, third-party cookies are those that are installed on a user’s device when accessing a website at the request of a different company or brand, with which there is some type of agreement. In this way, user information can be obtained and ads presented to them on a recurring basis, even without them having directly visited the brand’s page.
Recently growing concerns about data privacy have triggered significant changes in cookie regulation. In Europe, for example, the General Data Protection Regulation (GDPR) requires companies to obtain explicit consent from users before using cookies. For its part, Google has announced the end of the use of third-party cookies, which, although it marks a point of optimization for users, also means the reconfiguration of digital marketing as we know it.
According to Paz Terluk, CEO of MarketLogic and CM México, “these changes force marketing specialists to perfect their outbound strategies to attract better segmented audiences and at the same time to have more advanced systems for the management and protection of the data”.
Let us remember that cookies are small fragments of information used by the website, and that they play a crucial role in the personalization of content, through the analysis of data on the user’s interaction with the website such as their preferences, browsing history and login data, among others. This allows users with a genuine interest in the brands’ offer to be identified and, therefore, digital marketing campaigns can be more efficient.
Specifically, third-party cookies are those that are installed on a user’s device when accessing a website at the request of a different company or brand, with which there is some type of agreement. In this way, user information can be obtained and ads presented to them on a recurring basis, even without them having directly visited the brand’s page.
What about digital marketing strategies?
The ban on third-party cookies poses challenges for advertising campaigns, which will no longer be able to effectively retarget potential sales conversions throughout the user’s web browsing with tactics such as retargeting.
“One of the solutions being worked on in the sector is to capture first-time user cookies and establish segmentations based on their interests, implementing strategies based on in-depth market research, in addition to including various digital marketing tactics. It is also advisable to link the campaigns to networks such as Meta or LinkedIn, which have their own segmentations by interests, positions or companies, among others, which allows them to impact users who are on the same platform,” concluded the MarketLogic director.
Digital marketing is in a new dynamic. It demands exceptional performance of commercial strategies in an environment where the user emerges as the main beneficiary. Digital advertising personalization must find new paths through innovative approaches such as interest grouping, as well as a deep understanding of the market.
The future of digital marketing in a cookieless world presents challenges, but also opens up opportunities for creativity and adaptability. Companies that manage to successfully navigate this new scenario will position themselves as leaders in delivering relevant and user-centered advertising experiences.
“One of the solutions being worked on in the sector is to capture first-time user cookies and establish segmentations based on their interests, implementing strategies based on in-depth market research, in addition to including various digital marketing tactics. It is also advisable to link the campaigns to networks such as Meta or LinkedIn, which have their own segmentations by interests, positions or companies, among others, which allows them to impact users who are on the same platform,” concluded the MarketLogic director.
Digital marketing is in a new dynamic. It demands exceptional performance of commercial strategies in an environment where the user emerges as the main beneficiary. Digital advertising personalization must find new paths through innovative approaches such as interest grouping, as well as a deep understanding of the market.
The future of digital marketing in a cookieless world presents challenges, but also opens up opportunities for creativity and adaptability. Companies that manage to successfully navigate this new scenario will position themselves as leaders in delivering relevant and user-centered advertising experiences.
Paz Terluk
CEO & Country Manager, México
At MarketLogic we are experts in B2B. We know each of the secrets of the train and we have a human and technological organization designed exclusively for the transcendence of the brands that sell with us. We are the B2B leaders.
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