Google’s announcement that it will phase out third-party cookies in Chrome by 2023 has sent shockwaves through the digital marketing world. For small business owners and marketers who rely on third-party cookies to track their campaigns and measure their advertising dollars, this change could be significant.
What are third-party cookies?
Third-party cookies are small text files that are placed on your computer by websites that you visit. These cookies allow advertisers and other third parties to track your online activity across different websites, which enables them to target you with personalized ads.
Why is Google ending third-party cookies?
Google has cited concerns about user privacy as the main reason for ending third-party cookies. The company believes that third-party cookies are an outdated technology that allows advertisers to track people’s online activity without their consent.
What does this mean for small businesses?
The end of third-party cookies will have a major impact on small businesses that rely on digital marketing to reach their target audience. Third-party cookies have been a valuable tool for small businesses to track the performance of their campaigns and measure their return on investment (ROI)
Without third-party cookies, small businesses will need to find new ways to track their campaigns and measure their ROI. This could be a challenge, as there are no clear alternatives to third-party cookies that offer the same level of accuracy and precision.
How can small businesses prepare for the end of third-party cookies?
There are a few things that small businesses can do to prepare for the end of third-party cookies:
Start using first-party data. First-party data is data that you collect yourself about your customers, such as their email addresses, phone numbers, and purchase history. First-party data is more valuable than third-party data because it is more accurate and reliable. Small businesses should start collecting first-party data now so that they can use it to target their advertising campaigns and measure their ROI.
Invest in customer relationship management (CRM) software. A CRM system can help you collect and manage your first-party data. CRM systems can also be used to track your sales and marketing activities, which can help you improve your overall marketing strategy.
Explore new advertising platforms. There are a number of new advertising platforms that do not rely on third-party cookies. These platforms include social media advertising, native advertising, and influencer marketing. Small businesses should explore these new platforms to see if they are a good fit for their marketing needs.
Work with a digital marketing agency. f you don’t have the time or resources to implement these changes yourself, you can work with a digital marketing agency. A digital marketing agency can help you develop a strategy for tracking your campaigns and measuring your ROI without using third-party cookies.
The end of third-party cookies is a significant change for small businesses, but it is not the end of the world. By preparing now, small businesses can mitigate the impact of this change and continue to reach their target audience effectively.
Here are some additional tips for small businesses:
Educate yourself about the changes. The more you know about the end of third-party cookies, the better prepared you will be to make the necessary changes to your marketing strategy.
Start experimenting with new strategies. There are a number of new advertising platforms and technologies that do not rely on third-party cookies. Start experimenting with these new strategies to see what works best for your business.
Be patient. It will take time to adjust to the end of third-party cookies. Don’t get discouraged if you don’t see immediate results. Keep experimenting and learning, and you will eventually find a way to track your campaigns and measure your ROI effectively.