What is Cookieless Advertising?
The arrival of cookies onto the digital scene has allowed marketers and businesses alike to indulge in the information you leave behind as you browse on the internet. Cookies, according to IBM, are lines of code within your browser that gather information about your web-surfing habits. They allow for data analytics specialists to track your (and every other user’s) behavior online; this swath of information allows companies to make more informed marketing decisions.
Times are changing. Many privacy concerns over the years have shown cookies in a negative light. Consumers are looking for more friendly solutions that are less intrusive - as a result, many professionals are switching to cookieless advertising. So, what does this mean for you or your business?
Types of Cookieless Advertising
Currently, there are multiple different ways in which businesses can target you and your browsing behaviors without the use of cookies:
- Direct Audience Engagement.
This form of cookieless advertising prioritizes conversing with consumers directly via a live chat line or other forms of quick communication. These lines will allow customers to interact directly with a representative, personalizing their experience with your company and building trust in the brand.
- First-Party Data Collection.
Because third-party cookies are under scrutiny for privacy concerns, it may be time to strengthen your first-party collection solutions. These tools are used to gather information directly from users who interact with your company, providing a large data pool that marketing teams can draw insight from.
- Partnering with Large Companies that Store First-Party Data.
If you don’t have the resources to collect your own first-party data, or if there isn’t enough data to analyze, don’t worry - your company can partner with a more substantial entity that stores first-party information on a large scale.
- Contextual Advertising.
This type of advertising falls into the hands of the design team. Contextual advertising is focused on webpage optimization and finding the best layout to attract consumers. This is a much less invasive form of advertising as it doesn't directly track the user’s information, only their behaviors and interactions with the marketing material.
- Marketing in Conjunction with Trends/Cultural Events.
Social media has made it exponentially easier to advertise. Companies that are in touch with social trends and events can use them to their advantage in a marketing campaign. For example, if a hashtag is particularly popular after a major sports game, it might be in your company’s best interest to tailor a social media post to the event.
Ready to outsource your social media? Contact Ranalli Marketing at info@ranallimarketing.com to schedule a call.