In a significant move, Chrome, the browser dominating 66% of the world's internet users, is bidding farewell to third-party tracking cookies, or cookies that are generated by external sites (e.g. via advertisements), later this year.
This shift marks a privacy victory for users of the platform who aren't comfortable with their data being collected at every click, but it poses challenges for digital marketers and small businesses who have relied on these cookies to target their ads.
With third-party cookies out of the picture, there is a need to explore alternative strategies to maintain visibility on Google.
How Will This Impact the Small Business?
The impact is far-reaching, affecting not only marketers but also brand and content creators who heavily rely on targeted ads that are programmed based on user data.
Now, brands will need to resort to using first-party cookies or "“HTTP cookies" which are essential data that can only be created and viewed by the website operator, and unless you're a giant brand with extensive resources, collecting valuable insights from this data might seem daunting.
What Can You do to Remain Competitive Online?
Here's what you can do to turn these changes to your advantage. By the time this change takes place, there will be a renewed focus on audience reactions. Yes, this means likes, comments, reactions of any sort AND a need to track them.
How do we do that, again? By creating content that interacts effortlessly with your intended audience and stands out from your competition. Here are some strategies to boost these metrics:
Diversify your content
Diversification of content is key. Brands need to explore untapped markets and create diverse content that goes beyond the ordinary. Content as a Service (CaaS) provides the tools for brands to deliver compelling, fast creative that leaves a lasting impression in the market, freeing up creative teams to focus on strategy.
Prioritize Video Marketing
We said this in 2023 and we'll say it again: make video marketing a top priority. Video has proven to be the most effective way to convey a brand messages through storytelling and engaging audiences in a way that images and text cannot. And, don't forget that humans like to see humans. Adding a human face in video content humanizes the brand experience.
Be Open to New Strategies
Adapting to industry changes is crucial for businesses to emerge stronger after significant changes. It is easy to rely on what you have been doing, but if you see your metrics declining, it might be a sign to try something new. Focus on creative content quality over quantity and look to diversify your media.
In a cookieless future, small businesses can thrive by embracing diverse content strategies and prioritizing video marketing. By staying agile and focusing on creating compelling content, marketers can navigate the evolving digital landscape with confidence.
For more information on how this privacy shift will influence marketing in the future, check out our latest blog post on the topic: 2024 Marketing Landscape: Embracing Privacy-Centric Marketing
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