Online Privacy Rules Are Changing

When visiting most websites, you’ve likely encountered a tiny pop-up in the corner of your screen and quickly clicked “accept” to make it go away. But, what exactly are you accepting? Cookies! Named after the classic sweet treat you’re probably picturing as you read this, organizations have been using these small pieces of information to understand their audience and personalize the user experience for years. There are two different types of cookies, and it's important to distinguish between them in order to better understand what they do, and how they can work for you. First-party cookies are those built directly into a website, utilized only by that domain. Third-party cookies, on the other hand, function across multiple domains and create a more integrated online experience.

Although cookies have proven to be critical in tracking performance, marketers are going to have to begin preparing to use alternative methods. You read that right! In an effort to create more privacy for internet users, by the end of 2023, third-party cookies are set to be eliminated entirely. With that in mind, here are some tips on how to stay ahead of the curve and take that challenge in stride: 

• Make use of first-party cookies – by directly capturing your audience’s information, you can drive their next steps
• Invest in email marketing software – not only can you personalize the content, but also invite the audience to participate in feedback and implementation
• Increase your marketing budget – providing additional resources increases the scope of your marketing capabilities and will allow you to continue reaching your goals
• Research data management platforms – these alternative tools can help you track data and make the most of the information you’ll still have

We know that technology’s current trend toward aggregated audience information can seem daunting. With the loss in data specificity comes the need for strong analytics and in turn, refined integrated marketing strategies. As experts in the industry, the Four Columns team is equipped to ensure that amidst change, you are able to retain and further grow your market share. Reach out to us at [email protected] to learn more about what we can do to help!