Why do we have to accept cookies that we use to read information on the website?
It is one of many questions that many consumers wonder. Is it necessary? If I press accept, will there be any effect? Was I eavesdropped? Are these questions arose because we’ve overwhelmed our consumers’ curiosity about their online browsing habits?
According to Gartner, consumer trust in brands is declining. 19% in the year 2016 up to a year 2019 and confidence in large companies has decreased. 33% coupled withThe epidemic situation has caused many businesses to pay more attention to the ways in which consumers’ personal data is collected and used to develop products and services. The lower the trust, the more that’s how brands use problematic data. through how important it is third-party cookies
What brands and marketers should know is that besides information third party cookies will be obsolete There is also a lack of precision. Initially, this information will be used to help brands Target customers online But now brands and marketers are using it. this third-party cookies goin all aspects, which in some respects may conflict with consumer expectations and interests.
For this reason, the way Apple and Mozilla decided not to use third party cookies on the Company’s browser At the same time Google itselfIt plans to do the same next year.
GDPR, an important helper for consumers
from the problem of data leaks that have occurred many times to the case of data theft that occurs Affects billions of emails and passwords. Consequently, consumers are aware of the negative effects of collecting digital data. Although consumer confidence is shaken But consumers still want an affordable, data-driven online experience.
The key point is The decline in consumer confidence is not the result of outdated technology. and enforcement of personal data protection laws, such as regulations. General Data Protection Regulation (GDPR) of Europe and the law Consumer Privacy Act (CCPA) of the state of California It results in issues of reliability. became one of the important government missions. by the regulators of various countries are investing seriously To protect people from fraud, hacking and taking advantage of digital channels in the modern economy. that is more digital
Another key factor is Today’s consumers are alert. and want to have more control over their own data including expecting that various brands will handle his data responsibly. Importantly, people who know this right Will disclose his information only when he feels that There is a fair exchange and will agree to do with the brands they “trust” only
Delivering a personalized experience
consumer data analysis and personalize the experience (Personalization) But in reality, consumers 80% Seeing themselves as having a tendency to deal or do more business with a particular brand If the brand offers a personalized experience.
So how do we deal with this situation?
The first step is Brands must increase transparency in their communications with consumers about how consumer data is collected, used, and disseminated. including consumer rights to information In addition, the guidelines for managing information at every step must take into account “consumer benefits” first This approach is not only a valid code of conduct. But it also directly affects the business as well.
Next is cancel dependencies. third party cookies which creates restrictions on the brand and causing nuisance to consumers It is not surprising that marketers than 35% of targeting demographic by third-party cookies thatwithout precision As a result, consumers will have to come across advertisements for products that they have bought time and time again. which is very annoying for consumers
Build better relationships by using First-party data
The key to helping brands Being able to communicate with consumers in a new age without cookie information is information the organization collects directly from consumers; or First-Party Data
which Adobe included in Adobe Experience Platform toBrands need to build a profile with their customers. by reference First-Party Data from various sources covering a variety of channels and must apply information related to preferences and tastes to be applied at every step In addition, the information collected from various sources must also be taken. come together no matter what form it is And must create an accurate profile of each customer from that information.
Of course, when brands work together or exchange information. First-Party Data together will surely bring benefits As long as such guidelines have been “trust” from consumers
For example, an airline’s partnership with a credit card company. Which brings tangible benefits to consumers, that is, consumers will receive special promotions from airlines in accordance with consumer needs. Plus, get more rewards or extra points from your credit card. At the same time, consumers are more motivated to spend and travel.
which in the end will benefit all parties involved. The important thing is Must clarify to the consumer how his information will be shared. and why And what are the benefits that consumers will receive?
trust helps build “value”
Termination third party cookies This is a turning point in the relationship between brands and consumers. giveIt is more transparent and customized to meet the needs of consumers. which will benefit both parties and help strengthen the brand’s long-term credibility
In the modern world with personalization Increasingly, businesses need to focus on leveraging high-quality data. And precise profiles will help accurately reflect the needs of customers. The impact of this approach has already made some changes in many industries, be it telecommunications, retail or manufacturing.
And this is just the beginning of a great wave of change that is about to happen. And as a result, brands have to change the way they handle information and communicate with their customers. to support a future without third party cookies longer
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