One of the big advantages of first-party cookies is personalisation that streamlines a user’s journey. You’re not tagging along and pestering someone while they look at other websites. But when a customer comes through the door of your site, you can provide a warm welcome like they’re a regular in your store—’Hey, we remember you. These items you looked at last time are still available if you’re interested.’
It’s more targeted and a lot less creepy. It’s the difference between assisting a shopper who’s browsing your shelves versus chasing them down the street with a brochure.
CDPs are gold.
If you really want to unearth rich data, a Customer Data Platform (CDP) is the gold standard in data aggregation. It’s a software system that gathers first-party data from online and offline sources, whether it’s through ad clicks or a phone conversation – all above-board and sourced through direct brand interactions. Advantages of a CDP include:
- A holistic view of customer profiles
- Powerful data that’s accurate and unified
- True insights on behaviour
- Segmentation and audience creation
One of the standout elements of a CDP is real-time data, which gives brands the ability to seize the moment with each customer. With dynamic personalisation, instant recommendations and triggered messaging, it can be a smoother path to conversion.
First-party data wins out.
All in all, the abolition of third-party cookies is an opportunity for brands to rethink the way they connect with customers and activate their first-party data strategy. 2024 will be less about reliance on third-party data sources and more about authentic interactions that are timely, meaningful, and give customers a sense of being seen without being stalked.
So, what does it all mean for your strategic approach?
- Content remains key to attract customers
- With remarketing gone, email is making a comeback
- Pay close attention to your creative. What marketing offers actually make people convert?
- With analytics, there are some challenges with attribution and how to evaluate performance accurately
- Search remains unaffected
The bottom line is that the best customer journey is the one that aligns user intent with relevant, targeted cues in the right setting. Not a sustained bombardment until no one can stand the sight of your products, whether or not they need them.