How will Digital Marketers adapt in a Post-cookie World?
Author: Tamarin Pelston
The purpose of this post is to inform readers at all levels about working directly or indirectly with data.
What are cookies?
To understand what remarketing is and how it works, we first need to take a step back and understand what cookies are. A “cookie” is the term given to small piece of data sent from a web browser or server and stored on a user’s computer: when you visit a website using cookies, you may be asked to fill out a form which requires you to provide personal information, like your name, email address etc. This information is packaged into a cookie and sent to your Web browser, which then stores the information for later use.
There are 3 types of cookies typically used with their own unique capabilities, which include:
Session cookies
Persistent Cookies
First and Third-party Cookies
Session Cookies
A session cookie is a temporary cookie which is erased when the browser is closed.
Session cookies do not collect information from your device. The information it collects is session recognition - but does not personally identify the user.
Persistent Cookies
A cookie that is stored to your drive until it expires or its deleted.
Persistent cookies are used to collect information about the user, such as browser behaviour or user preferences for a specific website.
First and Third-party Cookies
First party cookies are those cookies that originate from or are sent to the website you're currently viewing. These types of cookies usually will contain information about your preferences for that particular website. These cookies are usually where third-party cookies originate from or will be sent to a website that is not the site you are visiting.
What is Remarketing?
Remarketing is a method of applying data collected from users who have previously engaged with your site or app and using it to direct content to audiences you’ve identified as being the most likely to respond to it.
Going back to remarketing: if the website you are on makes use of third-party advertising, those third-party advertisers may use a cookie to track your browsing habits for marketing purposes. This has led to stricter laws and policies for any data-collecting entity, which is why marketers have to rethink tactics getting in data-based leads down the funnel.
Rethinking Tactics: Test new ways of using audiences
A way to get around this is to layer your audiences for in-market, similar audiences, or affinity audiences to find a mix of new users. You can remarket to your audience based on different behaviours from your website (certain page visitors, time spent on a page, etc), or any behaviour that’s of value to your business.
Remark to Users based on their interactions
Interactions with your websites & apps
Remarket to users based on a predefined time spent on a page, viewing specific content or products a particular page.
Interactions with your social properties
Remarket to users who liked or followed your page, or engaged with a post or page.
CRM data
Remarket to users who spent a specific time on page with no other interaction, remarket to users who looked at a specific page, and possibly cross-sell products.
Email & text interactions
Remarket to users who opened emails and clicked on a text link with no other interaction.
Online & in-store purchases
Remarketing to users who have previously visited the website, showing the offerings. Create a loyalty program, for both instore purchases to monitor purchase behaviour and re-engage users through specific loyalty promotions.
Customer surveys
Remarket to users using information from surveys to inform promotional techniques and content.
Phone calls to your business (call centres & locations)
Remarket to users who have called your business and enquired about something of value to your business.
Use the Audience Insights to inform your strategies.
Play to the strengths and insights you have from data: for example, if your objective is to get users to complete a form, use form completions for the best audience based on recorded conversations.
Remarket to users who have started but haven’t completed the lead form.
Exclude people who opened the lead form and then left page immediately from seeing ads that weren’t relevant to them.
Use the lead form completion to create Similar or Lookalike Audiences.
Remarketing is an integral part of targeting strategies for Digital Marketers, and altering the approach to this will determine how we evolve as a result of this change.
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Here are additional Resources
Facebook Removing 5000 Targeting Options
Importance of First-Party Data in Cookies -Less World
Source:https://www.mediapost.com/publications/article/346034/ba