By 2024, Google Chrome will begin a progressive rollout to restrict third-party cookies in its browser. This move adds to the restrictions already implemented by Apple in its operating system and browsers such as Mozilla Firefox and Brave, all committed to protecting the privacy of their users. These changes are in line with important data protection regulations such as the European Union's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
What does this change mean? That proprietary data, obtained with explicit consent, will be the only currency allowed for brands to use in their advertising campaigns and monitoring actions.
While this may primarily concern advertisers, who will face challenges in segmenting and tracking their paid campaigns, it is also a golden opportunity to adopt inbound marketing methodologies that facilitate the collection of potential customer data.
A content hub designed to encourage subscriptions will become an indispensable asset for brands. In addition, interactivity through surveys, contests or studies will be key in generating proprietary data.
One tactic to keep your own data up to date is to implement lead turkey phone number example nurturing strategies through email marketing . Recent data from HubSpot underlines the importance of this tool with compelling figures:
38% of brands have increased their email marketing budgets.
Segmented emails report 30% more opens and 50% more clicks than non-segmented ones.
77% of marketers have seen an increase in engagement with their emails over the past 12 months.
85% of ecommerce marketers say their primary goal with emails is to increase brand awareness.
Managing a customer database was not a concern for many brands, especially B2C ones, as they achieved their segmentation and reach objectives through third-party cookies and advertising strategies. Now, both B2C and B2B brands must prioritize the creation of a robust database, whether current or potential customers, to achieve greater efficiencies in their marketing strategies.