SURVIVAL GUIDE: MARKETING IN A WORLD WITHOUT COOKIES · SURVIVAL GUIDE: MARKETING IN A WORLD WITHOUT COOKIES The evolution of the connected consumer requires marketers to completely

SURVIVAL GUIDE: MARKETING IN A WORLD WITHOUT COOKIES 3 Ways The Logged-in User Revolution is Crumbling the Third-Party Cookie

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SURVIVAL GUIDE: MARKETING IN A WORLD WITHOUT COOKIES

The evolution of the connected consumer requires marketers to completely rethink the way they connect with current and prospective customers.

Traditionally, marketers cookie visitors to their sites to track and analyze their online behaviors to improve user targeting and conversions. However, since the large majority of consumers leave sites without purchasing, marketers are usually left with only the hopes of leveraging cookie data to drive consumers to conversion the next time they visit.

Today’s consumers are reaching out across multiple channels, demanding direct connections with brands, sharing terabytes of personal data, and worrying more about privacy than ever before. Modern marketers have begun migrating away from traditional tactics like cookie data collection in favor of a new way to connect closer with consumers, establishing the trust and understanding necessary to reach them with the right messages on the right channels at the right times - right away.

This guide outlines three ways that permission-based marketing is overtaking traditional third-party cookies and retargeting, and what you can do to start updating the way you collect consumer data and connect with your customers:

1) Responsible access to data 2) Access to users’ social graphs 3) Cross-channel unification

Why Cookies Aren’t So Sweet

Deleted Cookies - 65% of US consumers delete their cookies (MediaPost)

Incognito Mode - 39% of consumers change their browser settings to block cookies (MediaPost)

Multiple Devices - Over 20% of consumers ages 18-49 visit websites from 4 different devices each week (Experian)



Responsible Access To Data Many businesses are built upon marketers simply dropping cookies on unassuming consumers as they make their way across the Internet, bombarding them with an onslaught of “relevant” ads and content. To today’s social consumers, who crave open communication and transparency with brands, this type of marketing is often viewed as a “sneak attack,” in some cases causing more damage to consumer perception of brands than increasing purchase intent.

Social Login allows consumers to choose the data that they share with brands. When a consumer decides to register for a website via one or more of her existing social profiles, a dialogue box appears, requesting permission to access specific information from her social graph. Not only does social login allow brands to choose exactly the information they want from consumers up front, helping avoid data overload, but it also fosters consumer trust, building the type of authentic relationship that leads to long-term brand loyalty and ROI.

The Way the Cookie Crumbles By requesting only the information necessary to provide a better, more relevant user experience, users are more likely to grant you permission. Request this information early in the relationship to immediately begin providing an enhanced user experience, rather than waiting for a purchase transaction to collect user data. Finally, be sure to add clear text to your website that informs customers what data is being collected and exactly how it will be used.



Access To Users’ Social Graphs We’ve all been there: your teenage son borrows your computer without asking and uses it to casually browse his favorite websites. For the next several weeks, you’re bombarded with ads featuring musicians you’ve never heard of and cars you can’t afford. Not only is this irritating for consumers, but it’s also a poor use of money and resources on the business’ side.

Traditional retargeting techniques are the equivalent of playing a drawn-out guessing game: the only supposed knowledge you really have about the user stems from what you’re able to piece together from her browsing history. Such information hardly paints a holistic picture of the user, and leaves out the most important information: her hobbies, interests, dislikes, and relationships.

Implementing Social Login gives brands permission-based access to valuable, real-time data pulled directly from users’ social profiles. Brands gain access to users’ birthdays, e-mail addresses, favorite TV shows, check-ins, activities, and other insights that make it possible to provide them with the most relevant experiences at optimal points of influence. In addition, while 65% of US consumers delete their cookies, users keep social identities for years and update them on a regular basis, ensuring marketers have only the most recent and relevant user data.

The Way the Cookie Crumbles After businesses receive this user data, it’s crucial that they have a database that can handle the large volumes of social data and store it in an accessible way so decision makers can leverage it at any time. We recommend investing in a database solution that’s cloud-based and centralized, as well as a web-based dashboard that allows marketers to effectively harness and take charge of user data.



Cross Channel Unification Last year eMarketer reported that 45% of consumers prefer a combination of online, mobile, and in-store shopping. Unfortunately for marketers still depending on retargeted ads to convert consumers, cookies do not translate to mobile devices, and with mobile usage expected to surpass desktop usage this year, this presents a significant problem (eMarketer, 2013). As consumers connect with brands across a wider variety of touchpoints, marketers are struggling to construct a single view of consumer identity across channels.

Giving users the option to register for websites via social login enables marketers to effectively track their identities across channels, tying all activities to a single social identity, no matter the device. Marketers are then able to construct much more complete and accurate user profiles that in turn enable them to create increasingly relevant, customized and seamless omni-channel experiences for consumers.

What Mobile Means for the Cookie

While cookies have traditionally helped marketers provide users with more targeted ads and content via desktop, the rapid adoption of mobile technology is changing the face of data-driven marketing and quickly making cookie retargeting an obsolete strategy. 56% of US adults now have a smartphone, and 34% own a tablet (Source: Pew) - with such a wide variety of mobile device types, operating systems, browsers and apps, tracking user activity across channels and devices has become exceptionally difficult. Marketers must shift their focus to establishing concrete, unique consumer identities that can be linked across desktop and mobile to construct complete user profiles.



Success Story

93-year-old KLM Royal Dutch Airlines recognized the need to grow with connected consumers by establishing more authentic relationships across a variety of mediums. To address this need, KLM created the airport simulation game, Aviation Empire, where users can sign in using social login to participate. To bridge mobile and physical experiences, Aviation Empire incorporates GPS technology to reward players virtual game points for checking-in to airports in real life. Social elements like a leaderboard displaying the top-ranked gamers and the ability to share game activity across users’ social channels foster a highly interactive, engaging multi-channel experience. With Aviation Empire, KLM can now successfully reach consumers on a more engaging level outside of the actual flying experience.

The Way the Cookie Crumbles

Employ a database that can aggregate large amounts of both structured (e-mails, location, etc.) and unstructured (top TV shows, favorite sports, etc.) data from multiple channels. Choose a platform that easily integrates with your existing third-party marketing tools to effectively leverage this data across other channels, like e-mail.



With the growing significance of consumer connectivity, third-party data practices will become increasingly passe. Social login data is the only way for marketers to effectively put a unique face and personality to anonymous consumers, turning them into known customers. Following these three steps to crumbling the third-party cookie is sure to move you from retargeting to authentic consumer relationships that result in ROI.

Sources

- http://www.mediapost.com/publications/article/191809/study-44of-adults-opt-out-of-targeted-ads-66-d.html

- http://www.experian.com/marketing-services/2013-digital-marketer-report.html

- http://adage.com/article/news/dawn-relationship-era-marketing/231792/

- http://www.cmo.com/content/cmo-com/home/articles/2012/8/17/omnichannel-marketing-your-next-challenge.frame.html

- http://www.emarketer.com/Article/US-Time-Spent-on-Mobile-Overtake-Desktop/1010095

- http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx

About Gigya Gigya provides clients with the rich data, intelligence, and tools needed to reach consumers with the right messages, on the right platforms at the right time. Gigya drives user acquisition and engagement for 700 enterprises and reaches 1.5 billion unique users per month, ensuring that today’s businesses stay relevant in the age of the connected consumer.

For more resources on establishing a culture of consumer trust, visit Gigya.com. To get started right away, you can speak with a product expert by calling: 888-920-1702

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SURVIVAL GUIDE: MARKETING IN A WORLD WITHOUT COOKIES · SURVIVAL GUIDE: MARKETING IN A WORLD WITHOUT COOKIES The evolution of the connected consumer requires marketers to completely