How Can People-Based Marketing Help Marketers In A Cookieless World?

Third-party tracking cookies have been a useful but imperfect way to target online ads and enable other marketing strategies. However, they are becoming increasingly unpopular with web users and are being phased out by major browsers. This means that marketers need to find new ways to target their audiences.

One way to do this is to collect their own first-party data about customers. This data can be collected through surveys, email marketing, or other forms of direct interaction. Once marketers have this data, they can use it to create personalized ads and marketing campaigns.

Another way to target audiences is to use contextual advertising. This type of advertising delivers ads that are relevant to the content that the user is viewing. For example, if a user is reading an article about cars, they might see an ad for a new car. Marketers are aware that change is imminent, but in order to provide results, businesses will need to actually collect their own data on customers while maintaining privacy compliance, and create authenticated, long-lasting IDs for them.

So, let’s get started and understand how marketers can thrive in a cookieless world.

What is People-Based Marketing?

With a more individualized approach to marketing, people-based marketing enables businesses to personalize messaging and time the release of campaigns. Instead of segmenting consumers into large audience groups, people-based marketing emphasizes each customer as a distinct target.

It builds comprehensive, rich consumer profiles using client information from both online and offline sources. Brands utilize this information to forecast key events, such as sales by specific customers over time, media exposure trends, and the full consumer route to purchase. This aids them in learning more about the factors that influence advocacy, sales, favorable brand equity, and awareness.

This is crucial because personalization has a measurable impact on businesses. According to a report published by Instapage, 88% of marketers believe that their businesses have improved quantifiably as a result of personalization, with more than half citing an improvement of more than 10%.

People-Based Marketing In A Cookieless Future

New data sources will continue to emerge as connectivity and digital interactions improve. However, marketers usually focus on data sources showing a customer journey action, such as a purchase or web page engagement. It is crucial to gather useful insights from client data while also adhering to evolving restrictions as we move toward a cookieless world. More than half of customers (57%) are comfortable disclosing personal information online as long as it’s utilized responsibly and is for their benefit. This is where people-based marketing comes to the rescue.

Marketers require data about what consumers do when they aren’t directly engaged with the brand, as they begin to think about the whole consumer experience rather than simply the end result. Here People-based, second and third-party data partnerships can be very beneficial. Moreover, People-based marketing is helpful for many other reasons such as:

● It focuses on the individual rather than the cookies in a browser, allowing marketers to design creative messages that resonate with their target audiences.
● Further, it allows marketers to reach the target audiences more successfully either with online or offline channels. This is possible because their focus is based on individuals rather than the cookies.
● People-based marketing lets marketers learn about which media converts and when the target consumers are more receptive to ads.
● With People-based marketing, marketers can save money on media that isn’t providing marketing ROI by focusing on the right target audience with the right message on the right platform.
● It also aids in targeting prospects that are similar to your existing client base to help you get additional consumers.

Bake Endless Awesomeness in a Cookieless World

The end of third-party cookies will give rise to zero-party data, which is data that customers willingly share with businesses. This data is more valuable than third-party data because it is more accurate and relevant. Businesses of all sizes will compete for zero-party data in order to reach their customers more effectively and efficiently.

This puts a considerable responsibility on businesses to secure their customers’ trust. Businesses need to be transparent about how they collect and use zero-party data. They also need to protect the privacy of their customers. If businesses do not earn their customers’ trust, they will lose out on the opportunity to collect valuable zero-party data.

As businesses prepare for the cookie-less world, they need to make the transition with care and responsibility. They need to develop a clear plan for collecting and using zero-party data. They also need to put in place measures to protect the privacy of their customers.

By taking these steps, businesses can ensure that they are using zero-party data in a responsible way that benefits both their customers and their businesses.