How to prepare for a cookieless futureIn 2019, the Pew Research Center published the results of a poll revealing how Americans feel about data privacy. In it, 81% of the respondents say the potential risks of a company collecting data about them outweigh the benefits, and 79% worry about how companies use their data.
With the death of third-party cookies, marketers are concerned. A 2020 study by Epsilon revealed that nearly 80% of marketers rely on third-party cookies for their digital advertising needs.
Can the third-party phaseout be a win-win for consumers and companies? Absolutely! There are several ways to promote consumers’ peace of mind and build trust while collecting data ethically and transparently.
Implement a first-party cookie strategyThe purpose of third-party cookies is to provide a more personal user experience. A properly-implemented first-party cookie strategy can yield similar results while increasing trust.
First-party cookies are text files generated and stored on a website visitor’s computer to enhance user experience. This data includes remembering items in a shopping cart, passwords, language and location settings, how often they visit, and other basic analytics.
A study by McKinsey & Company showed that 66% of customers are willing to share personal data in exchange for additional value. Observing consumer behavior and using it to improve their experience is a win-win for shoppers who desire a personalized experience and marketers who need user data to create targeted advertising campaigns.
Go directly to your consumers for zero-party dataObserved behavior discovered through first-party cookies is excellent– but why settle for observations when you can get data straight from the source? Zero-party data asks customers to share communication preferences, purchase intentions, and other information to give users a better shopping experience.
Remember, most customers want to give data if they’re getting something out of it. Here are a few ways to ask for zero-party data:
- Ask users about their communication preferences.
- Design a quiz to gain data and provide a product recommendation.
- Give visitors a special offer or discount in exchange for providing personal data.
- Request an email address to let customers know when an out-of-stock item is restocked.
- Gift a relevant ebook in exchange for personal data.
Make data discovery fun and rewarding for the visitor, and gain data that reveal a shopper’s true intent. With third party cookies going away, it's important to talk to your website visitors instead of relying on outside sources or online behavior. Direct communication builds trust and a relationship between a brand and a customer.
Be transparent about how you use collected dataThe McKinsey & Company study also revealed that only ⅓ of customers trust that brands use their data responsibly. Is it possible to gain their trust back? Of course, it is — but trust must be earned.
Earn customer trust by practicing full transparency. Let them know:
- What data you are collecting.
- Why you are collecting the information.
- Why sharing their data is beneficial to them.
- How their data will be protected.
- How they can add, remove, or modify their data.
Create a user experience designed with your customers’ comfort in mind. Be transparent, build trust, and increase the likelihood of receiving the data you need.
Think outside the cookie boxCookies and zero-party data aren’t the only ways to gather consumer information. Consider alternate engagement strategies, such as newsletters, online chats, and social media interaction when preparing for a cookieless future.
Every interaction with a customer is a chance for relationship building. Train your customer-facing team to collect information and work with the IT department to find ways to build your database without cookies.
In a case study of the Walmart+ membership, Google found that Walmart increased its online sales by 37% in 1 quarter. How did they do it? Providing loyal member benefits, a more effortless checkout experience, and free shipping contributed to the major chain’s success. The new program can’t take all the credit, though. The brand also began hosting in-person events, like drive-in movies, to build relationships.
Consider how your brand can implement gestures like these to build trust and encourage sales without relying on cookies.
Set up a cookie consent management program to block third-party cookiesGaining consent is an integral part of building relationships and trust. When you set up a cookie consent management program, you can ensure compliance with worldwide privacy laws and build trust with one line of code. In a cookieless future, it's important to shield your customers from data collection without their consent.
Use Osano to gain consent while you phase out third-party cookiesThird-party cookies going away don’t have to tank your advertising strategy. Replace third-party cookies with first-party cookies, zero-party data, alternate engagement strategies, and an easy-to-implement consent management platform. These strategies guarantee increased user trust and success in the cookieless future.
Osano’s consent management platform automatically blocks and unblocks third-party scripts to ensure unsanctioned third parties don’t get you in trouble. Sign up for a free 30-day trial to see how one line of code can immediately secure your compliance with privacy laws in 40 countries.