Adapting to the new baking standards
In this new era, the art of baking (marketing) demands a closer relationship with the customer. It's about:
- Gathering ingredients responsibly: Collecting first-party data through direct and transparent interactions.
- Baking with precision: Using tools like machine learning to analyze this data and create high-quality, personalized experiences.
- Staying true to ethical baking practices: Ensuring that every piece of data is used ethically, with respect for privacy and consent.
The departure of third-party cookies marks the end of an era and the beginning of a more privacy-conscious digital bakery. Marketers are now embracing the challenge to bake with first-party data and new solutions, creating a digital marketing world that is not just effective but also respectful of privacy and consent. The future of digital marketing looks different, but with the right ingredients and techniques, it can be even more delightful and satisfying for everyone.
In case this analogy has gone too far, what I mean is, first-party data will not only benefit customers by providing more direct control over their data, it’ll also help marketers, who’ll now know exactly how, from whom, and for what purpose they’ve collected personal data.
No matter what recipe you choose, there’s one golden rule: consent. Just like you’d ask a guest if they're okay with nuts in their cookies, you need to make sure your digital visitors are okay with how you use their data. It’s all about keeping the baking process transparent and respecting preferences.
What now? Adapting your organization to the post-cookie era
As the digital bakery turns a new leaf, it’s crucial for organizations to realign their strategies. Let's break down what this means and the steps to take in this new landscape without third-party cookies.
Why you need a CMP for compliance
The heart of data collection: Just as a baker would ask customers about their preferred flavors, organizations need a system to manage customer consent and preferences. This is crucial for collecting first-party data ethically and effectively.
Building trust: By transparently managing consent, you not only comply with privacy regulations but also build trust with your customers, making your digital bakery a place they love to visit.
Even with third-party cookies gone, you still need a CMP to collect consent for other types of tracking technologies out there. For example, in the wake of third-party cookies, identity-based solutions, vendor trackers, and even Google’s Privacy Sandbox all still require consent from your website visitors to use in accordance with major privacy regulations.
Enrich your first-party datasets
Understand your ingredients: Know exactly which data ingredients you need. This means identifying what customer information is essential for your marketing recipes and why.
Quality over quantity: Focus on collecting data that adds value to your customer's experience. More data isn't always better; the right data is.
Conducting a data mapping exercise
Locate your ingredients: A data mapping exercise is like taking inventory in your pantry. You need to know where all your marketing data is stored and how it's used.
Streamlining data flow: Understanding the flow of data helps ensure that it’s used responsibly and strategically. It’s like making sure your baking ingredients are fresh, stored correctly, and used before their expiration date.
After going through these steps, you’ll now be ready to start your customers on their personalized journey with your brand, learning more about their preferences and tailoring their experience to something uniquely special to them.
Explore other solutions as you see fit
With third-party cookies gone, there’s a whole new host of solutions here to take its place, obviously headlined by first-party data. However, first-party data isn’t the only solution out there.
- Vendor services: These include tracking technologies that don’t rely on third-party cookies – think services that provide you with heatmaps of web users.
- Identity-based solutions: These solutions just focus on your “known users”, or users that have given you their information previously, letting you provide them with the best possible user experience.
- Google Privacy Sandbox: Google’s service that allows companies to shift away from third-party cookies while still delivering relevant content through APIs and privacy compliant boundaries.
A fresh start in the digital world
Adapting to a world without third-party cookies might seem daunting, but it's an opportunity for organizations to cultivate a more trust-based relationship with their customers. By focusing on transparent data practices and respecting user preferences, businesses can bake up a digital experience that's not only effective but also privacy-conscious and customer-centric. The future might require new recipes and techniques, but the result promises to be more rewarding and sustainable.
Learn more about how OneTrust Consent & Preferences can help your organization today.
