+44 (0) 1256 335 622

In recent months, there has been a lot of media attention around internet ‘cookies’, and how they are set to dramatically change for marketeers in the near future.

As we stand currently, most modern marketing relies on cookies to track user behaviour around the web, to understand more about them and to serve digital ads on websites they visit. Whilst this may seem really creepy, it’s not as bad as it sounds. Users remain anonymous and are just put into segments by marketeers based on their online behaviour.

However this will all be changing soon, as Google has announced plans to remove cookie tracking completely from its Chrome browser, which is currently used by 69% of people as their main internet browser! So the question is, what does this mean for you as a business?  We have outlined the key marketing changes this will bring for 2022 so you can get your marketing strategy ready.

1.The third-party cookie may disappear, but the crawler lives on

What is a crawler we hear you ask? A crawler is a search engine bot that reads all the content on the internet and orders it to appear in any Google searches you do.  So when you next Google ‘Good restaurants near me’, just remind yourself that a bot has read all the restaurant websites and ranked them in order of which it thinks is most relevant to your search (usually based on keywords, as we know).

 

This new change means that Google won’t be tracking your use around the internet to serve you with tailored search results, however, it will still be reading all the website content it has and providing you with websites it thinks are most relevant to you! This is good news for business owners and marketeers, as it means we can still employ SEO tactics to our websites to get them to rank well and drive more traffic!

2.Third-party cookies will be replaced by contextual targeting

It has been thought amongst marketeers that cookies tracking user behaviour have been headed towards extinction for a while, as browsers have started blocking tracking more and more in the past few years (around 75% on mobile devices!).  This means that digital marketers have instead turned to contextual targeting. This allows machine learning to analyse text, images and videos to optimise search engine results to meet advertising requirements. This means you instead have to feed data into an advert optimisation engine to determine if it is relevant for a particular audience.  These advert optimisation engines (such as Google Ads) will analyse the text and imagery in your ad, as well as on different websites to match them! So the good news here is, as a marketeer Google is going to do a lot of the targeting work for you, the key is understanding your audience well enough to put their characteristics into the ad platform.

3. Geo-targeting of offers could be a marketeers alternative

Geo-targeting is an adverts response to a user’s geographical location. Once Google or an individual website determines where the visitor is located based on their IP address or their Wi-Fi, specific content to that location is served to them. This can be narrowed down by country, region or even city. Google is really good at knowing where its users are based, and delivering really tailored results to them – which of course drives higher conversions! We would recommend delving into this a bit deeper and testing different ideas and approaches (especially if your target customer is in more than one country!) using your Google Ad platform, and see if you get better conversions from more tailored ads! Our bet is on the fact that you will see improved results, given that these days people simply expect content to be personalised to them.

 

If this has got you interested in refining your digital marketing strategy for future ‘cookie’ rules, but you aren’t quite sure where to start – get in touch with the Juicy Team and we can devise a digital ad strategy together to really bring in those online leads.

Ask us how we can make a difference to YOUR digital campaigns.  And you can see a selection of our recent digital projects here.

CHECK OUT OUR RELATED POSTS

9 ways to make your email marketing more effective

9 ways to make your email marketing more effective

In a crowded in-box, knowing the ‘tricks of the trade’ can make a real difference when it comes to getting your emails opened, read, and acted upon.  Subjects, headlines, story-telling, design elements, graphics and more… they all entice recipients to engage and...

read more

Pin It on Pinterest

Share This