This article lists four factors that are crucial for a business to survive in a post-cookie world.
With third-party cookies on their way to the exit and Apple’s IOS 14 update, digital ad targeting is all set to become complex. To this end, marketers must focus on data incentivisation, brand building, customer relationships and behaviour-based engagement.
Marketers must implement strategies that prioritise first-party data. Similarly, customers can be incentivised through offers - like free shipping and loyalty programs - to share data with the business. Leveraging new video strategies, podcasts and social media platforms to create content that helps develops a strong brand identity.
Try to understand how customers perceive the brand and what parameters precisely guide their future purchases. Focus on personalising the customer experience, engage audiences across multiple channels and keep track of website traffic. These tactics will help brands better understand customers through their digital behaviour.
[4 minute read]