Have you ever been stuck with an online ad for days? Seen in the sidebar of your favorite news column, above the navigation bar of your favorite website as you scroll through social media? Like a ghost, it tracks your actions with a silent, sometimes eerie determination. Thanks to digital marketers for this digitization. Digital marketers track online behavior to showcase products and drive sales.

Over the last few years, digital marketing efforts have changed strategy. Previously, the marketer relied heavily on his cookies from third parties to serve highly targeted ads. Via various web browsers, we were able to gather sensitive data about consumers and retarget campaigns based on this very specific information. Utilizing these tactics has led to serious privacy risks and public mistrust. To this day, there is a reason why so many internet users block her cookies from her web browser.

Fortunately, the world of digital marketing is moving in new directions. This new era focuses on protecting consumer privacy through less invasive advertising tactics. The tide began to turn in 2017 when Apple introduced its Intelligent Tracking Prevention program. The program started a trend of blocking his cookies for third parties that are in the process of being legally phased out by 2023. Browsers such as Safari and Firefox are already trailing Apple, but Google Chrome is well on its way.

New research from AdRoll suggests that there are a number of new tools and strategies digital marketers will be using when the cookie falls flat. Ecommerce marketing leaders emphasize using many other channels that are safe, informative, and far more creative.

content target

Contextual targeting isn’t a new digital marketing strategy, but research shows it’s making a comeback. Often confused with cookie behavioral targeting, they do not make decisions based on individual user data. Context-specific ads are personalized for your entire audience. They relate to the website content and its target audience. For example, you can advertise a coffee brand on your pancake recipe page. Alternatively, airline ads may pop up in the travel section of the new site.

Contextual targeting protects user privacy while remaining relevant to their interests. It also allows your ads to look organic without being overly personalized. Automated technology is helping digital his marketers find a foothold in this ‘post-cookie era’. A case in point is his AdRoll brand awareness solution, which uses artificial intelligence to help brands identify target audiences and match ads more accurately. The company’s AI records keywords, content, and images of his website to find the best results.

Overall, contextual targeting allows digital marketers to increase brand awareness to a wider audience without resorting to behavioral tracking.

mailing list

Mailing lists are a great cookie-free way for digital marketers to interact with their branded and established audiences. This first party data example is just what it sounds like. This is a list of email addresses that users have provided to companies in exchange for special news and updates.

The purpose of the mailing list is to build a more direct relationship with the consumer. People who sign up for your mailing list already have an interest in the company and are more likely to convert. By including her forms and calls to action, marketers can increase her ROI and understand what her customers want. You can also collect more data by asking your subscribers specific questions. Trust is built when customers share their preferences and create their own data profiles.

Mailing lists also protect customer information from third parties and maintain a relationship between your company and your email inbox. This exclusivity makes it a surefire way to safely improve customer interactions and drive sales.

organic social media

Digital marketing isn’t always about creating ads, driving sales through organic social media strategies is just as important. Organic social media marketing includes all content that is not paid promotion. Marketers can engage with their brand’s followers by posting consistently and creatively without spending a dime.

So how can businesses maximize reach without targeted advertising? First, marketers need to focus on brand identity. Choosing strong keywords for SEO purposes is a great way to start. Keywords help users find your product or service as they scroll through search engines. Strong keywords target a company’s niche audience while maintaining enough reach for new leads to discover. Incorporating these keywords into your social media posts can increase your brand’s visibility to relevant audiences. The same consistency should be considered when improving the visual aesthetics of your brand.

Once this branding is fully established, marketers need to consistently create and post content. AdRoll suggests planning your content cycle up to three months in advance. To avoid being overwhelmed by your busy content calendar, incorporating evergreen content is a great way to reuse your work when you can’t create something new.

To keep followers engaged, marketers need to mix and match different content posted. Whether it’s a fun TikTok dance or Instagram’s employee of the week series, organic social media is most successful when it feels authentic. You need to focus on consumer values ​​and interests.

creative emphasis

Third-party cookies have been an easy way for marketers to track consumer data, but the future of digital marketing looks more radical. The age of privacy is pushing the e-commerce field to learn about consumers through relationship-building tactics instead. We need these new channels to replace and build consumer trust.

The opinions expressed herein by Inc.com columnists are their own and not those of Inc.com.



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