Survival Options for Marketers After the Death of Third-Party Cookies
Updated: Nov 14, 2022
Google Chrome has a massive 62% of the browser market and has shared that it will be ending its support for third-party cookies. This means the decades-old practice of cookies syncing and sharing user data for advertising purposes is coming to an end.
It is a challenging situation for marketers. There is a lot of uncertainty regarding ad technology and ways to drive clients back to your site. However, there are several options that can use to help your business thrive in this uncertain and rapidly changing environment.
Social Media Marketing
There are over 4.62 billion recorded social media users in the world. These viewers spend an average of almost two hours per day scrolling through social media platforms. Such a large volume of first-party data enables you to target the right audience multiple times throughout their buyer journey. We recommend opting for a multi-platform social media strategy that involves key platforms such as Facebook, Twitter, TikTok, and LinkedIn.
Social Media Management requires an in-depth understanding of the platforms. It also requires user engagement on a continuous basis, the evaluation of metrics, along with the development of expert content that delights the users.
Build your own CRM
A Customer Relationship Management (CRM) database gives you a real-time view of all your contacts and tags, so you know where they are in their sales journey. It allows you to have multiple lists of active and engaged audiences at all times on a clean, visual dashboard. A CRM also allows you to sort your contacts based on engagement. You can create smaller lists based on deals won or lost, calls scheduled, landing page downloads, or the number of times a person clicks through your website. Then you can segment these lists based on various criteria and create digital campaigns for Email, Whatsapp, Messenger, and SMS. Our recommended CRM is HubSpot because it is user-friendly and allows for all such integrations.
Once you build your CRM database, with the help of Hubspot’s best practices, you can segment your lists and send your messages via automation using trigger events. This will allow prospects and clients to receive timely and effective communications.
Email Marketing is immensely cost-effective because it can generate a massive return on your ROI, up to 4200%, which means every $1 you spend can lead to a whopping $42 in revenue. Email Marketing requires the development of campaigns, taking into account the buyer’s journey, along with sending the right message at the right time.
SEO and Content Marketing
SEO-led content marketing is a real game-changer because over 40% of a website’s revenue is generated via search traffic. Once Google ranks your page high enough, it can provide free passive traffic to your business website without any paid ads.
However, SEO is a full-time job and a long-term strategy. It requires intensive Keyword research and continuous generation of SEO-optimized content over many months. When done right, SEO has a potential of up to 1389% ROI, resulting in cutting marketing costs massively and increasing revenue.
These strategies can be effective for both B2C and B2B marketers alike because of their effectiveness. If budget allows, we recommend simultaneously integrating a mix of all of these options into your overall marketing strategy. However, if you wish to stay resource-efficient, you can begin with one strategy first and then expand into additional areas over time.
About 6° Media
If you need help with defining your goals or understanding the story that your analytics are trying to tell you, 6° Media can help you continue growing in this crazy digital world. Contact 6° Media today to discuss a tailor-made plan specific to your business needs.