Digital Marketing in a Cookie-less World
As you may know, Apple, Google, and many others have finally responded to users' concerns regarding privacy and decided to move away from the use of third-party and first-party cookies. Until recently, cookies were often created and stored without the user's permission. The advent of GDPR and CCPA has resulted in most responsible sites now asking for permission to use cookies. Whereas cookies made implicit assumptions about a user's permission to store their preferences and sell to them based on their known buying habits, a cookie-less world requires that permission be granted more explicitly. Therefore companies need new strategies in order to respond to this new cookie-free environment. The keys to succeeding with digital marketing in a cookie-less world will be comprised of three pillars : customer acquisition, customer engagement, and customer retention. The common theme is, you guessed it, the customer. Of course, anonymous/pseudonymous personalization will continue t...