For a long time, cookies have made it possible to collect information and data from consumers and users. to build your profile and meet your needs for commercial purposes and online advertising. For years, 56% of users have been accepting or rejecting cookies without knowing why or for what, as the study points out. #yotomoelcontrolmade by Google Spain and river on the net.
However, it seems that this practice is coming to an end, and, although the date has not yet been set, Google will begin to eliminate third-party cookies, starting in June 2023, until its total elimination at the end of the year. The post-cookie world is expected to follow FloC, a system that brings together users with common interests and not individuals as up to now. But this new practice has an uncertain future, having emerged in the sector certain doubts about its compatibility with European privacy policies. So the successor to cookies could also be the advertising system also developed by Google and known as Topics.
“We are in a convulsive moment about what will be the next tool that the Internet giant activates to capture and sell data. The FloC system is one of the candidates, but it could entail a legislative handicap in relation to the protection of the identity of the individual. Online advertising is changing and evolving rapidly and continuously, but companies must now bet on measures that leave little room for error and are respectful of user privacy. In this sense, loyalty programs are an effective tool for capturing data, managing it ethically”, comment edward esparzaVP General Manager Spain and Brazil of Tenerity, an expert company in profitable loyalty.
Marketing Automation, AI and Data Governance, key technologies of the “cookieless” era
The latest study carried out by Tenerity, ‘The impact of technology on customer loyalty strategies’ ensures that companies allocate up to 40% of the budget to the technological field focused on having a better knowledge of the client, generating a closer bond with him, increasing satisfaction and improving the results in the different objective indicators. Betting on technological systems that help generate value through data, personalization and customer experience, will be the key to change in the post-cookie era.
Tenerity experts talk about which are those systems that companies should implement throughout 2023:
- According to data from Salesforce, 60% of users would be willing to give up personal information if that way you achieve more personalized ads and proposals, as well as a closer experience. That is why it is expected that establishing First Party Data platforms, which collect the data with the prior consent of the user, will be essential and will help to have data and traceability without depending on third parties.
- The combination of technologies marketing automation and Artificial Intelligence and Machine Learning It will be key after the disappearance of the cookies, since it allows knowing the client and generating a close link with him. These types of tools allow us to adjust to the needs of users and increase their satisfaction. And for companies it means a consequent improvement in results. “It is expected that these technologies will position themselves as the most used by companies,” assures Esparza.
- systems Data Governance They are essential for companies to ensure proper use of data. Users are becoming aware of the importance of guaranteeing their own privacy and transfer of their data. In fact, 46% say that they have entered their Google Account at some time to adjust the Privacy Review, which means that it is something that worries them. For this reason, data governance systems make it possible to improve the quality and scope of the data, reduce management costs, facilitate access to this information to all company departments, as well as work on them properly.
“The trend is for companies to bet on systems that help them achieve data protection more for ethical than regulatory reasons, which is also. Companies that do not embrace technological solutions will be missing the opportunity to capture the attention of consumers. And this makes them lose their position with respect to the competition, which with systems for the correct collection and management of data will be able to discover audiences that have not yet been explored, anticipate their needs and tastes and, therefore, get new opportunities in the market”, assures Eduardo Esparza.
