December 7, 2022
Cookies are the foundation of websites, and help to pave the user experience. They are used to store information about a visitor’s preferences and browsing habits. Cookies have been around for a while, but they are constantly evolving. The next 5 years will see some big changes to cookies.
The future of cookies is “cookieless”. This means that instead of relying on cookies to store information about the user, websites will increasingly use other technologies.
We will see two major aspects of how cookies will transform: cohort-based marketing and first-party relationships. For drafting an effective marketing strategy, these two are the strongest pillars. Check out both of these futuristic concepts and let’s dive into what you can expect from cookies in the next five years.
With the launch of GDPR, special care had to be taken for user data. The regulation stipulates that user data should be carefully collected and managed. This has forced marketers to rethink their strategy for user data.
One such approach is cohort-based marketing. In this type of marketing, users are grouped together depending on shared characteristics. This grouping can be done based on factors like demographics, behavior, or even location.
One example of this transformative trend is Google’s Federated Learning of Cohorts (FLoC). The FLoC concept groups together users with similar interests. The algorithm uses this information to show targeted ads. This is a huge shift from the current targeted advertising, in which data privacy concerns are a big issue.
Another big change we will see in cookies is the way first-party relationships are used to understand customer behavior.
This type of relationship is when a company has a direct partnership with the customer. The company can easily collect data about the customer’s behavior and preferences. This data is then used to understand the customer better and provide a better experience.
First-party relationships are the future of cookies because they are more privacy-friendly. The data is collected directly from the customer, so there is no need to store it in a cookie. This means that the customer’s data is more secure and the company can provide a better experience.
First-party relationships will become the new normal in the next five years. Companies that don’t have a first-party relationship with their customers will be at a disadvantage.
The first step is to increase website traffic, which can be done by optimizing your website for search engines and using marketing channels like social media, email, and paid advertising. Make sure your website is well-designed and easy to navigate. Use engaging content and call-to-action strategies to convert visitors into customers.
The second step is to focus on winning consumer consent. This is possible by being transparent about your data collection practices. Get explicit consent from the customer before collecting any data. Make sure you have a privacy policy in place that explains how you will use the data. Use simple language and avoid legalese.
The third step is to boost audience engagement and it can be done by providing relevant and targeted content. Use data-driven marketing strategies to segment your audience and personalize content. Make sure your website is mobile-friendly and fast, while using social media to build a community around your brand.
The next five years will be transformational for cookies. We will see a shift from traditional marketing to more privacy-friendly approaches like first-party relationships and cohort-based marketing. In 2023 and beyond, we will see a more privacy-conscious world in which cookies will no longer play a vital role.
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