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El Cookieless future may seem like a big threat for companies that have relied on online advertising to reach their target audience, but with the indicated tools represents an opportunity for develop strategies more focused on closeness with customers.
The increasing restrictions on the use of cookies for online tracking and advertising are due in part to regulations such as the GDPR, but also to changes in browsers when it comes to using third-party data and the growing concern for consumer privacy.
In this article we will look at the legislative changes that have led to the arrival of the cookieless world, how can it affect marketing operations of companies, as well as new opportunities and technologies for the world without cookies.
Don't miss our webcast, “Cookieless: Everything you need to know to adapt to the world without cookies” and learn how to redefine your strategies in this new era.
What is the GDPR and how does it affect cookies?
The GDPR is the General Data Protection Regulation, which aims to protect the privacy and personal information of citizens of the European Union, requiring companies to report on how their data is collected, processed and used.
This regulation came into force in 2016, but it granted companies a 2-year extension to adapt to their requirements, so In 2018, sanctions began to be imposed on those who did not join to these guidelines.
Until the introduction of the GDPR, when a user visited a website, it collected self-installing cookies in their browsers without knowledge. Following the regulation, specific rules are being developed that consider “cookies” as personal data that must be protected.
This protection implies that when the user enters the website, they must be informed who is the owner of the cookie and its purpose, as well as obtain explicit consent of the person for the installation of the cookie in the browser.
The importance of this regulation is of such magnitude that Changes in the privacy policies of large companies will take effect in 2024, such as Apple's Intelligent Tracking Prevention and Google's restrictions on the use of third-party data.
At InConcert, your data is protected
The cookieless future is driven by a new paradigm around privacy: 84% of consumers are concerned about how their data is being used and they want to have more control over their online footprint. How do we address this need?
InConcert has prepared for change, taking the European framework as a reference., given that the global trend is to equate with the GDPR because it is the most respectful of the fundamental privacy rights of interested parties. In addition to this, additional certifications such as ISO 27001, an international compliance standard with regard to information security.
The GDPR sets out specific requirements for companies and organizations on collection, storage and management of personal data, which applies both to European organizations that process personal data of citizens in the EU and to organizations that have their headquarters outside the EU and whose activities are aimed at people living in the EU.
It should be noted that our datacenters are spread between Spain and the United States, with three suppliers in four locations: Madrid, Barcelona, Miami and Dallas. Although we operate in several places around the world, inConcert always chooses to follow the most restrictive legislation for ensure data security of their customers and their users.
In addition, we carry out periodic and proactive checks, and we apply controls that guarantee 3 fundamental points:
1) Integrity and confidentiality control of all the information contained on our servers through continuous monitoring.
2) User consent management within the platform: in case of launching a campaign with our tool, user consent is guaranteed through collection forms and automatic cancellation systems.
3) Organizational compliance, through employee training and awareness, confidentiality agreements, supplier control and all kinds of measures related to the management of information within the company.
Learn more about our security management in this interview with Francisco Salgueiro, VP of Engineering at inConcert.
Goodbye to third party cookies
Who hasn't searched for information on a website and then found related advertising on other pages or applications? Until recently, when analyzing any website, it was common to find various tracking and analytics tools intended for different external data systems. This information provided retargeting strategies that today are invasive and unwanted.
Unlike first party cookies, which will remain in force and function normally, companies with contact strategies that rely on the exploitation of third-party data will have to adapt quickly to the paradigm shift. If you find yourself in this group, don't despair! As first steps, keep the following considerations in mind:
- Support strategies on customer data and not necessarily on navigation data. Implementing a customer data management (CDP) platform can help companies unify data from different sources and create a single, comprehensive view of each customer. This will allow us to offer personalized experiences without relying on cookies.
- Give greater relevance to contextual information, the one that depends on the content being viewed at the moment and not on cookies in the person's history. In addition to this, intention-based advertising and location-based advertising are added. Where I am geographically, what device do I connect from, etc.
Without a doubt, the most appropriate thing is to collect first-hand data. Companies can obtain information from users who visit their website or interact with them through other channels, such as social networks, or focus on SEO and search engine optimization to attract traffic to their website and provide personalized experiences.
Learn how to generate more and better leads with chatbots.
When it comes to analyzing the behavior of visitors on the web, third-party cookies and their own, must be obtained after offering users a granular consent form.
Our technology of Marketing Automation & CRM facilitates this by providing a specific module for each web content. It is not only a matter of accepting (or not) the use of cookies, but also clearly informing which ones will be used, where First parties may be necessary but third parties are optional.
As we have seen before, contextual advertising will become important in the future, not only because of the potential results they add to a company's operations, but as a reliable and robust method for Acquire zero and first party data on a sustained basis.
In turn, improving SEO and the type of words by which they find us allows get more of your own cookies and not depend on other people's cookies. Our solution for Marketing Automation & CRM shows the journey and the keywords that customers use when searching for us, providing essential data to guide our strategic actions.
This technology also makes it possible to make cash SEO tuning: any built web page, microsite or pop-up has specific sections to configure SEO parameters, control how they are viewed from search engines and how they are embedded in social networks, verify the relevance and the match between content and titles, descriptions and metatags, define if the page should be indexed, if it is a canonical page and much more.
Knowing how to use the data that we collect, both through cookies and the type of journey that our customer makes, makes it possible to achieve a more specific and appropriate contact to have an ideal relationship with our audiences.
Three keys to success in the cookieless world
A future without third-party cookies will mean that most companies need software that carries the burden of these tasks, optimizes CRM data and is aimed at making the most of the available information. As a takeaway, here are three keys to success in the cookieless world:
Base your strategy on zero and first party data. The first refers to information that the customer provides voluntarily, for example through a form, while the second is information that the company collects directly and is its property.
Get granular information about your customers' journey. Our Marketing Automation & CRM solution allows us to know and analyze in detail the behavior, preferences and difficulties of each individual, from the first contact to the conclusion.
Better segment and automate your campaigns. The strategies that arise from the information we have in our systems allow us to generate tailored audiences and optimize service processes without relying on data from external platforms.
By focusing on obtaining first-hand data, companies can better know their customers and offer content and experiences that meet their needs and desires. The first step is to understand that this regulation is designed to protect the most precious asset in any industry: people.
Relive our webcast, “Cookieless: Everything You Need to Know to Adapt to the World Without Cookies” and learn how to redefine your strategies in this new era.
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