CMSWire: How to Prepare Your Customer Experience Efforts for a Post-Cookie World
In this article, Greg Kihlström discusses the shift and approach organizations need to take to transition from a world of third-party data to first party data.
Read the article on CMSWire.com
Each new innovation in digital marketing and CRM has allowed brands to gain additional insights into their customers. While some advancements have been more successful than others, one thing is certain: time marches forward. Marketing, customer experience and other professionals must keep up and adapt to the times.
As a marketing agency owner from before the age of social media marketing, through the advent of big data, and in the age of personalization, I’ve seen enough to know that change is truly the only constant.
The next big change that will fundamentally alter the way marketers and customer experience professionals track, reach and engage with their customers is coming soon. The end of third-party cookie support by browsers, which is the primary method of audience tracking and personalization for many, is coming soon, and the “post-cookie” world will require some changes in approaches and platforms. While the date when third-party cookies will no longer be supported by Google is not set in stone as evidenced by a few previous delays, it's currently expected to happen towards the end of 2023.
In this article, I will share three important things you and your teams can do to prepare for a post-cookie world.