The three areas brands need to work on to survive in the post-cookie world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2021, 11:05 AM UTC

Brands that want to survive in the digital world need to build up expertise in three major areas: data, identity, and trust.

The Marketing landscape is shifting continuously and marketers need to keep pace with it, if they want to survive and thrive. These changes originate from technological challenges like changing data usage rules (like Google’s decision to end cookie-support) or events like the pandemic, which change the rules of the game completely.

Brands need to use the time delay announced by Google to lay down the foundation for a proper response. This response should be based on first-party data approach that does not depend on intermediaries and allows for complete transparency.

Implementing a first-party data and identity strategy is essential to building customer trust in the brand. This trust can be further strengthened by adhering to privacy regulations in a transparent manner.

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