{"id":809,"date":"2022-07-04T13:43:44","date_gmt":"2022-07-04T13:43:44","guid":{"rendered":"https:\/\/www.stratitude.co.za\/blog\/?p=809"},"modified":"2022-07-14T13:48:14","modified_gmt":"2022-07-14T13:48:14","slug":"thats-the-way-the-marketing-cookie-crumbles","status":"publish","type":"post","link":"https:\/\/www.stratitude.co.za\/blog\/thats-the-way-the-marketing-cookie-crumbles\/","title":{"rendered":"That\u2019s the way the marketing cookie crumbles"},"content":{"rendered":"\n<p>How do you prepare for a cookie-free marketing future? Our expert, Neil Bromehead, weighs in.<\/p>\n\n\n\n<p>Cookies have, until now, been an essential mechanic when it comes to online advertising and digital platforms in general. They are used not only for remarketing, targeting and other tactics in the advertising space, but perhaps more importantly, drive your understanding of your audiences (users behaviour and so forth) as they have until now been an essential component of various analytics platforms.<\/p>\n\n\n\n<p>To cut a long story short, Google is not going to allow us to target individuals anymore, although they have been generous enough to give us insight into their future plans regarding cohorts. These are essentially groups of non-identifiable people that share similar interests and browsing habits.<\/p>\n\n\n\n<p>&nbsp;Digital marketers should consider these three tactics to navigate around these restrictions:<\/p>\n\n\n\n<ol type=\"1\"><li>You can no longer rely on individual targeting, you will have to put the strategic groundwork into understanding your target audiences by cohort. This, ironically, is how advertising used to work, but it may be that your strategy no longer considers it meaningfully or puts in the groundwork to advertise in that way. By taking time to research, understand and work with cohorts, you can not only provide a sound strategic framework for online marketing, but at the same time give your clients an understanding of their targeted cohorts. The overlap of this with UX strategy and execution cannot be understated. Your cohort strategy will provide a wealth of UX strategy to guide platforms too.<\/li><\/ol>\n\n\n\n<ul><li>You can no longer report on ROI the way you could previously, and reporting must be done within the broader cohort strategy, measuring its effectiveness against that. A simple example of this would be social media reach. What is the point of reach, if it doesn\u2019t make headway into reaching your important cohorts? You shouldn\u2019t look for the individual in the masses, but rather you must report on how effectively you reached your cohorts.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Lastly, you must prepare your digital platforms and processes for the change. This must include usage reporting, shifting to first-party cookies (or preferably none at all), and revisiting your platform\u2019s UX against your cohort strategy. You may need to change where people land, what they see and how they interact, because you just don\u2019t know that they clicked on your ad 5 times, saw this specific visual, and landed on a custom page.&nbsp;<\/li><\/ul>\n\n\n\n<p>A reversion to more classical marketing theory, as well as an opportunity to revisit processes and platforms, is an exciting proposition. To offer your clients real value in this cookie-less future, provide the strategic and tactical support they need to shift into this \u2018new\u2019 way of thinking, ensuring their ROI remains as high as possible on marketing spend.<\/p>\n\n\n\n<p>Need someone to help you navigate this cookie-free marketing world? <a href=\"https:\/\/www.stratitude.co.za\/marketing#contactus\">Let\u2019s talk<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you prepare for a cookie-free marketing future? Our expert, Neil Bromehead, weighs in. Cookies have, until now, been an essential mechanic when it comes to online advertising and digital platforms &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/www.stratitude.co.za\/blog\/thats-the-way-the-marketing-cookie-crumbles\/\"> <span class=\"screen-reader-text\">That\u2019s the way the marketing cookie crumbles<\/span> Read More &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":810,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.5.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stratitude | That\u2019s the way the marketing cookie crumbles<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.stratitude.co.za\/blog\/thats-the-way-the-marketing-cookie-crumbles\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stratitude | That\u2019s the way the marketing cookie crumbles\" \/>\n<meta property=\"og:description\" content=\"How do you prepare for a cookie-free marketing future? 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