Using cookies as a method to grow and manage your business will no longer be feasible by 2023. People have been demanding more online privacy and control over how their online data is handled, and with the release of iOS14.5 and new privacy-first policies, Google Chrome will stop supporting third-party cookies by 2023. Google Chrome accounts for nearly half of the internet's traffic– so the magnitude of this change is something that business owners need to start preparing for now.
Cookies provide businesses valuable insights into their online audience including demographic and behavioral data. Business owners can use this data to retarget ads, make the shopping experience more personal, and improve the user experience through remembered logins and shopping carts. Without this data, many businesses will be left in the dark.
How to adapt to a cookie-free future
Adapting to a cookie-free future means that business owners need to return to the basics of direct marketing. Common direct marketing methods include social media, email marketing, your website, promotional material, and networking. As a business owner, it's really important to network. Word-of-mouth referrals are still one of the best ways to build your business. To build your referral network, connect with others at networking events, collaborate with other professionals, give back to local charities, or seek out podcast opportunities.
Facebook, Instagram, and LinkedIn are all great ways to build your referral network. You can build a loyal customer base through giveaways, referral programs, and by nurturing brand advocates. Spend time every day sharing posts into groups, connecting with other businesses, and engaging with other social media accounts.
Direct marketing methods are time-consuming but well worth the effort if you're serious about growing your business. You can learn a lot about your customer base by engaging with your audience through direct marketing methods.
How to Make First-Party Data Work for you
First-party data is data that you collect from sign-up forms, surveys, purchases, and reviews. First-party data will be critical if you are going to survive the “cookiepocolypse.” The valuable aspect of this kind of data is that it is NOT hypothetical.
Never stop gathering emails or phone numbers. Consider gathering first-party data by offering website freebies, offering free workshops or classes, or by offering discount codes to those who subscribe to the mailing list. Get creative, have fun, and offer va