Google has announced that they are moving away from the use of third-party-cookies. Up til now, this has been their ‘secret sauce’ for leading the market in audience targeting.
What are Third-Party-Cookies?
These are the files websites use to remember preferences and track online activity. It’s why you’ll start seeing ads in your news feed for a product or service you’ve been researching, or even discussing online.
Social Media Ads Less Effective
And, in their own attempt to align with GDPR, the platform removed personal information from profiles, stating that, “Starting January 19, 2022 we will remove Detailed Targeting options that relate to topics people may perceive as sensitive, such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation.” But later stated, “As part of our efforts to make Facebook easier to navigate and use, we’re removing a handful of profile fields: Interested In, Religious Views, Political Views, and Address.”
The Solution – First Party Data
Google has announced that the way forward is First Party Data. This is the best way to ensure GDPR compliance and detailed targeting for ad campaigns moving forward.
What is First Party Data?
This is data collected from your own website using tools like Google’s sitewide tagging and their new Google Analytics 4, which has replaced Universal Analytics. It also encompasses your CRM (Customer Relationship Management) which is your most powerful tool for guiding your customer journey from curiosity, to purchase, to becoming a brand ambassador.
Here’s the exciting part… we’ve just launched a new CRM Platform: EMPORA!
EMPORA is the All-In-One Sales & Marketing Platform, POWERED to streamline your customer journey.
EMpowering your website to collect valuable data from potential clients when they engage with your content, automating communication and marketing, and driving results. You can manage email marketing, schedule social media posts, create courses, sell products, book appointments and create ‘members only’ areas with exclusive content.
Whatever you need to grow your business or organisation, we can tailor a solution for you in EMPORA. Use as much, or as little as you need. What our clients love most about EMPORA is that support is right here in Australia, with business specialists who really understand what you need and how to help you achieve it.
Interested? Let’s chat! Get in touch to start the conversation.