Just like with the expression “you can attract more bees with honey than with vinegar”, the disappearance of third-party cookies from browsers is actually an opportunity for brands. Third-party cookies were never popular with consumers and now that they’ll be going away as a retargeting tool, marketers can focus on connecting with digital audiences using content they do want. 

Let social media marketing extend your reach

Social media is a far more welcoming context for the audience to interact with brand content. For example, on social media the audience actually opts into following their favorite brands. With third-party cookies, companies are doing the following, and behind people’s backs.   

Plus, with the right analytics, you can build a strong marketing strategy that extends beyond the audience you reach with third-party cookies. Below are three ways you can use social media to more effectively target your marketing to the right audience, and with the right content. 

#1 Understand what content is actually moving the needle and engaging users.

Third-party cookies track what users have viewed online, which is valuable in terms of retargeting but provides a narrow understanding of your audience. Gain extensive insights into your owned and competitive audience demographics to craft the most tailored content strategies possible. This will help you make informed decisions before spending your limited marketing dollars. 

#2 Expand your reach by partnering with the right influencers

Let’s face it, some people just have it. There are personalities across social media that have a loyal community of followers that are always eager to engage with their latest post. These influencers often attract very niche audiences. When their audience looks a lot like your target customer, there’s incredible opportunities for everyone. Check out a recent webinar from ListenFirst on Measuring the Impact of Influencers to understand how this strategy can work for you. 

#3 Review marketing content from your competitors and see how it performed

Combine historical campaign performance with competitor intel and a clear understanding of trending topics and you have the elements you need to build a successful campaign. When you have access to this data on an ongoing basis, team creativity flourishes. Watch our webinar on Using Competitive Information to Plan Seasonal Campaigns to learn more. 

As you beef up your social media strategy, you’ll notice it’s more effective and not so intimidating. Plus, a data-driven social strategy will be more engaging, and your audience will appreciate that you catered to their interests without infringing on their privacy.

Ready to see how ListenFirst can help you leverage social media to its full potential? Request a demo today.

You’ve probably heard at least some conversation around Google’s plan to block third-party cookies. Did you flag it as something to investigate at a later time? If a significant portion of your digital marketing strategy is reliant on retargeted online advertising, now is the time to get up-to-speed.

The Basic Facts About Cookies

Cookies, in general, are files placed on a user’s computer to remember website configurations such as language preferences and login information. They also power web analytics and a more personalized web-browsing experience. There are mainly two types of cookies, first-party and third-party cookies. 

• First-party cookies are usually in place to improve the user experience. They are created by the visited website.
• Third-party cookies are usually used for cross-site tracking and ultimately retargeted advertising. With third-party cookies, a domain outside of the current website creates the cookies. 

So, What’s The Fuss About?

In early 2020 Google announced they will phase out third-party cookies within Chrome in 2022. Safari and Firefox did away with third-party cookies in 2013, but because Chrome accounts for over half of the browser market, Google’s announcement has received more attention. Marketers that lean heavily on retargeted ads are nervous about what this will mean for their future marketing strategy. 

First-party cookies are not impacted by this change. However, that makes your job of clearly communicating the value of your site upfront more crucial so that your visitor consents to your first-party cookies.

Targeted Online Marketing Is Not Going Away 

No need to fret. With cross-site tracking no longer at your disposal, there are still very effective ways to get in front of your ideal audience. 

Having a clear understanding of your key customer profiles, their influencers and their affinities will give you plenty to work with. Find target customers where they are on any of their social channels and you’ll notice you can reach a larger audience than you could with retargeted ads. All it takes is thoughtful content and key social insights. 

Learn More

Check out 3 Ways To Optimize Your Digital Marketing Without Third-Party Cookies to learn how to gather those key insights and be more strategic with your social media marketing. You can also request a ListenFirst demo, for a more personalized look at how social media analytics can help shape your marketing strategy.