现在，每个营销人员都知道第三方 cookie 即将消失。虽然这一事实可能会让一些营销人员感到迷茫，不知道今后该如何定位和吸引消费者，但在开展有影响力的营销活动和维持长期业务增长方面，第三方 cookie 更像是一种拐杖，而不是催化剂。
Marketers need to focus on the entire funnel in order to sustain a pipeline of future sales, and while third-party cookies allow marketers to connect consumers’ journeys and experiences, they limit marketers from knowing specific information about individual buyers or how that information changes over time. This can lead to marketers developing blanket messaging that resonates with only a fraction of their audiences. That’s a problem, since 90% of U.S. consumers respond positively to marketing personalization.
通过加强自身第一方数据的来源和利用，营销人员有机会在更有意义的层面上了解消费者，从而在个性化方面表现出色。
第一方数据使营销人员能够制定更敏锐的信息传递方式
直接收集客户数据，如通过品牌应用程序或购物者的购买历史记录，能更好地让营销人员创建比使用外部资源更有针对性的广告。对于传统上依赖第三方 cookie 来指导营销活动的营销人员来说，这种转换可能会带来学习曲线。幸运的是，他们不必完全依靠自己来收集和分析第一方数据。
为了支持他们的数据方法，营销人员可以采用能够将消费者行为归因于特定活动的分析系统，以了解哪些活动带来了回报，哪些活动效果平平。例如，当某条广告以付费社交帖子的形式显示时，消费者的点击率会更高，还是以流中广告的形式显示时，消费者的点击率会更高？有了对受众旅程的这种可视性，营销人员就可以避免将资金投入到那些无法迫使买家采取行动的策略上。
Since marketers can monitor this information in more real time, they can keep up with how macro-level world events and cultural trends are influencing consumer needs and preferences to address audiences in a way that reads as timely and nuanced. Messaging that resonated one week might miss the mark the next based on evolving consumer needs. For example, while consumers’ receptiveness toward COVID-19-centric ads has waned over the past year-plus, Nielsen research found that 90% of Americans still express favorability toward companies that prioritize well-being in their messaging. Marketers need to be able to catch these changes in audiences’ receptiveness quickly and pull outdated campaigns before audiences think a brand is out of touch.
如果使用第三方 cookie，营销人员可能会得到一份潜在客户名单，但却无法促进这些潜在客户的发展。借助先进的分析工具，营销人员可以建立买家档案，并利用这些人与品牌的历史记录来定制未来的信息，以满足他们独特的愿望和需求。这样，营销人员就可以监控个人买家的发展情况。
优先考虑购物者的隐私问题
有效的市场营销是品牌与消费者之间的对话。受众如何参与新的营销活动，可以揭示当前的购物偏好和生活方式需求。营销人员可以据此推出新产品。同样，消费者向营销人员提供个人信息，也是为了得到他们更贴心的服务。这种交换对双方来说都是双赢的。
That said, not everyone is willing to be a part of this transaction due to concerns over how their information will be used. Forty percent of U.S. consumers admit they’re not comfortable sharing data with brands. With consumers concerned over whether their information will be used responsibly, it’s critical that marketers articulate how a consumer’s data will be used to improve their experience with the brand, as well as what measures the brand is taking to protect that data. Showing consumers how they will benefit from this (e.g., they’ll receive personalized product recommendations) increases the odds they’re willing to share their information.
虽然从技术上讲，营销人员要到 2023 年底第三方 cookie 才会消失，但那些积极抓住第一方数据机遇的营销人员将在转变战略和应对挑战的道路上抢占先机。通过建立一种获取和分析第一方数据的方法，营销人员将获得所需的洞察力，为消费者提供更具相关性和影响力的传播，有效提高他们对品牌的兴趣，并在未来的时间里确保他们的业务。
This article originally appeared on MarTech series.
