One of the primary benefits of digital marketing, as opposed to traditional marketing methods, is that it enables accurate, data-driven strategies, in which marketing tactics respond directly to insights gathered directly from the measurement and assessment of consumer behavior. Data-driven marketing predicts the behavior of the public in relation to specific brands and products. Technological advancements allow for the collection of massive amounts of data, as well as the finely detailed sorting and analysis of that data which, in turn, can be used to plan and execute future marketing strategies.
The rapid development of data-driven strategies is continuously forcing marketing methods to develop, evolve and change course. The emphasis has always been on refining and even personalizing marketing efforts in order to reach specific groups, individuals and marketing personas. This remains the case, but the need to gather the necessary data must be balanced with consumers’ demand for privacy.
The expiration of the third-party cookie
Tracking tools, particularly third-party cookies, have been an important part of data-driven marketing. However, because consumers have protested so vehemently against the possible invasions of privacy that cookies enable, all of the leading search engines are withdrawing their support for these tracking tools. Google has announced that it will no longer support third-party cookies as of 2021.
Firefox has introduced advanced privacy protection tools, and Apple has hinted that its upcoming operating systems will do the same. Since cookies will soon be a thing of the past, digital marketers will have to find other ways to access customer data. Marketers will have to find ways to collect data with customers’ express consent. We will also have to tweak our content and segmentation strategies and demonstrate better care in our management and stewardship of customers’ data.
The benefits of an optimized marketing strategy
Considering the ongoing evolution of digital marketing and the changes that will continue to come as technology, consumer behavior, and data regulations shift, it is vital to have a responsive, optimized marketing strategy. Digital marketing allows you to reach your ideal customers through data-driven strategies. Every step of the way, you can optimize and adjust your strategy in line with the latest data.
WSI New Media Marketing is a full-service digital marketing and search engine optimization company in Greensboro, North Carolina. Contact us for expert help with your SEO, social media, and other digital marketing tactics and strategies.