It’s hard to change good old habits. The perfect example is third-party cookies, with a recent study by Adobe demonstrating this quite clearly. Analysts estimate that 45% of marketers today spend at least half of their budget on advertising campaigns based on third-party cookies. It’s a lot and it is above all a strategy that is starting to run out of steam.
According to Adobe figures, 75% of marketers still rely too heavily on third-party cookies, and 64% of marketers plan to increase their spending with cookie-based activations, broadly defined. By taking the wrong direction, these specialists risk missing out on other more successful opportunities today.
What is unfortunate is that they are aware of it. 83% of respondents explain that at least 30% of their market is now in an environment where third-party cookies do not work. We think for example of social networks and Apple devices. But why change the good old habits?!
Unsurprisingly, more than 75% of marketers see the end of third-party cookies as something that could harm their business, and 37% expect it to have a negative impact. Brands must therefore have an appropriate strategy today and keep in mind that cookies will gradually disappear.
It’s time for confidentiality and mutual trust. The model must therefore evolve so that brands and consumers are at the same level of transparency, concerning the data collected by one and shared by the other. One of the alternatives being the use of a customer database (CDP).
97% of companies that use CDPs say:
- have more direct relationships with their customers (at 47%),
- observe better customer loyalty (at 40%),
- make more sales (at 33%)
Obviously, such a change cannot be sudden, it represents a substantial investment and must be part of a long-term strategy.