Cookies Aren't Going Anywhere! How Could That Still Affect Brands?

By the time we finished writing this article about cookies disappearing, Google had decided to cancel the whole plan. Alphabet's kid mentioned it would no longer cancel third-party cookies after years of delays in finding an alternative for its Chrome browser.

So now that cookies are here to stay, why even write this article?

After months of preparing for the phase-out, we realised that the solution for brands was always around.

However, brands were more focused on tracking customers through cookies, so they did not have time to explore other workable solutions.

COOKIES OR NOT, YOUR BRAND WILL BE STILL AFFECTED 😓

How?

If the news about cookies affects your brand, then your marketing effort depends heavily on buying ads. To optimise your ads, you rely on cookies to track every user behaviour of your audience across the web.

So, Scenario 1; Cookies Were Gone,

Without cookies, you may not have enough information, so your brand would be forced to conduct broad targeting for your ads.

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With broad targeting, many of your targeted audience could be strangers.

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You will target anybody who falls under your compiled demographic data, probably from your recent sales.

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Your ads may be cost-effective, but that is because they serve a larger pool of people, including strangers who may not be interested in your brand or, product or service.

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Of course, you can unleash your creativity in your ad by using stunning visuals and catchy copy. This could lead to a high number of clicks on your ad. However, these clicks may not necessarily translate into many leads signing up on your website or landing page.

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Why? Your ad may not hit their pain point or educate them to sign up. They may not be ready to inquire or book an appointment.

BECAUSE YOU DID NOT MEET THEM WHERE THEY ARE

To attract strangers in the awareness stage, you must educate them about the content they want to read or watch.
To convert visitors into leads in the consideration stage, you must relate to their problems and address their pain points.
To close the deal and delight, you must know their purchase preferences.

Frankly, YOU. NEED. TO. KNOW. YOUR. CUSTOMER. But how DO you know them well without cookies?

BUYER PERSONA!

Knowing your buyer persona helps you plan your effort to meet your target audience where they are.

Rather than relying on cookies to track every user behaviour of your audience across the web, invest in understanding your customer base. This way, you will be well prepared even if cookies are gone (in the future).