Cookies WILL Crumble
It’s now been reported that Google’s has issued its second delay in eliminating third-part cookies. Beta versions of new tracking technology are expected to begin in 2023 with a complete launch now scheduled for 2024. Here are options for consideration:
To begin, its best to fully understand the various “flavors” of cookies:
- Session Cookies – temporarily maintain specific website information until you close the browser.
- Persistent or First Party Cookies – available as a default for viewers. settings can be tweaked by the viewer. This provides the user with preferences, settings and information for future visits.
- “Stalker” Cookies, also known as third party tracking cookies – These collect various forms of data that are then passed on or even sold to advertisers by the owners of the website who created that cookie. They track your interest, location, age and search trends. These cookies capture information that marketers can use to create and serve ads. Advertisers love them, but many people consider them invasive and worry about their privacy. THESE are the cookies that are about to crumble.
So how can you begin eliminating this sweet treat from your advertising toolbox? Here are a few helpful tips gathered from global marketing experts who continue to dig deep into this major change that will impact data mining.
- Publish surveys and quizzes on your website that feature specific questions. This gives you the ability to obtain information from viewers and target your product or service for aftermarket campaigns. With quizzes, users are basically giving businesses all the information they need to push them personalized ads and convert them into paying customers. If carefully crafted, these would work well prior to or after events.
- Launch targeted ads on social media. These platforms allow you to promote social media posts to other people in your industry, target your select demographic, or direct viewers to website pages. This allows you to still target campaigns based on things like location, industry and age.
- Privacy Sandbox – THIS will be Google’s replacement for third-party cookies. Designed to replace the need for old technology, like third party cookies, this innovation will be designed to keep viewer personal information more private, safe and secure. Google is scheduled to release a beta version of Sandbox this month, with official launch data to be announced later.
Stay tuned.
Yes, it’s the month for Valentines, but at JMS Marketing, it’s also a celebration of Groundhog Day. Why? Because the movie from Columbia Pictures, Groundhog Day, was one of our first clients.
This popular movie became an iconic hit thanks to the creative collaboration of Danny Rubin and the late, great Harold Ramis. And once the production company settled on the midwestern town of Woodstock, Illinois for filming (after scouting more than 60 towns), the founder of JMS Marketing, Jean Marie Saidler, was hired to assist their locations department in developing communication campaigns for the local merchants and residents who would experience the realities of filming a movie. It was a fascinating project, and Columbia Pictures made a genuine effort to deliver clear, credible information. This small, Midwest town was about to turn into a movie set. Because of this, they knew that communications needed to be one of its top priorities during production.
Fast forward over 30 years and it’s enlightening to see how both the production company and the movie’s main protagonist, Phil Connors, realized the value of being genuine and authentic. Open, honest communication with local businesses and residents helped move production along without too much disruption. Additionally, Phil discovered the value in being genuine. He became sincerely interested in the town which provided the solution to ending the curse of living the same day over and over…and over again.
Today, genuine, authentic marketing communication, void of hype and hyperbole, is more important than ever. Yet it’s easy to fall back on cookie cutter marketing techniques, stock graphics, and canned marketing jargon when pressured by increasing cost reductions, slow revenue growth, last-minute order changes and/or incessant supply chain issues that impact sales.
There is a solution.
Companies who want to strike a chord with their customers can position themselves as genuine solution providers with credible resources such as case studies.
Yes, we’ve heard all the objections from sharing trade secrets to exposing valuable production data. Yet by keeping case studies short and positioning them more as success stories, the details can be positioned around how you met the client’s challenge rather than getting into sensitive data details. Besides, most B2B prospects understand the nature of proprietary information. They accept this as a normal practice and will admire that you respect it.
If your challenged with developing case studies, consider the following:
“Success Stories”
Success stories capture the client’s perspective. Offer information on what you were asked to do and how you were able to accomplish the task. Going into details about how you met the challenge helps you respect your client’s proprietary info. Did you accomplish the project on time? Did you deliver additional value or spot additional efficiencies and value for the client along the way? Did you experience budget challenges? How was that accomplished?
“Use Case” Option
This type of B2B content describes how customers can use your product or service to experience results they wish to achieve. You can share specific products and benefits and their key characteristics by describing their use in an existing situation.
For B2B prospects, sales are much more of a process. They include longer sales cycles and multiple levels of approval. That’s why genuine communication is so important. Think in terms of your prospects’ needs rather than your product. Obtain a deep understanding of your targeted audience and what motivates them to make decisions and you’ll both get your jobs done.
After all, even when Phil broke the curse, the first question he asked Rita (Andie MacDowell) was, “What can I do for You?” It wasn’t about him anymore. It was about another’s needs.