DM Insider—The Internet Cookie Monster is Getting Selfish Issue 19 – January 27, 2020
Lots of people like cookies, but most marketers LOVE them. At least the "track-you-through-the-web" kind (we also like the delicious carb-filled kind too). But Google has decided that dessert is over. Recently Google made the decision to shut off
support for third-party cookies on it’s Chrome browser (you know, just the most-used web browser…). And some people are freaking out. But don’t panic. Because this week, we’ve got a double dose of info for you. Not only are we breaking down the most important changes in Google’s new cookie policy (and debunking some dangerous myths), we’re also giving you a game-plan for what you should be doing NOW, before the cookies go away. So here’s what IS and ISN’T true about Google’s new cookie policy.
MYTH:All cookies are going away Wrong. Google is ONLY eliminating third-party cookies. These were the fancy macarons of the tracking world, since they let you see what your audience did on other parts of the web. But we will still have our go-to classic, chocolate chip first-party cookies. So you will still be able to track what your own visitors do when they pull up your site. FACT: This change will hit new and small businesses the hardest This one is true, and is the hardest hurt of this whole deal (we have a special place in our hearts for small businesses). You may not have the resources of bigger companies, but don’t count yourself out just yet. It’s time to gear up
and make some necessary changes before the new rules go into effect (see below… you’ve got time). MYTH: Google will no longer track internet browsing Wrong again. Big G is still keeping its eye on everyone, so don’t get rid of your laptop camera cover just yet. Google is just changing WHAT data it’s giving out to companies. It’s no longer a data free-for-all, and any third-party data will be served out through Privacy Sandbox, Google’s proposed replacement (you can learn more about the Privacy Sandbox down in the Inside Five). FACT: The changes won’t go into effect until 2022 This is the big one. You’ve
got time. And the best way to use that time is not by panicking or cursing Google, it’s getting your business ready for the new, slightly less sweet world. And now that you know what’s going on, we’ve got a few things you can do to prepare for the Cookie Craze. 1.First thing’s first. Get your cookies straight.
Figure out what you have set up, so you know exactly what will be changing for YOUR business. That way, when you lose the third-party cookies, you can lean into your owned platforms (email, website, blog, etc…) so you don’t lose track of your audience.
And you know what’s a good thing to do on your owned platforms? See below...
2.Start collecting your own data.
Most customers who want your product/service are willing to give you some info about themselves in exchange. Trust us, we’ve done this before. We put this form on our Lead Magnet opt-ins and it changed the game. So let your customers self-segment, and get more data without relying on our Internet Overlord.
3. This one is big. Respect your customer’s privacy.
Sure, getting rid of third-party cookies benefits Google. But it was also done because the public asked for more
privacy protections. So respect your customer’s wishes, and lean into communicating more with them (yes, you have to talk to them) so you can get data without being invasive.
We know there has been a lot of privacy talk in this newsletter, but that’s because it’s what people want. And the sooner you get on the privacy train, the better you’ll be able to flow with the new direction digital marketing is headed.
THE INSIDE FIVE—5 Fresh, Actionable Insights Curated Just for You Google’s Shiny New Privacy Toy—It may sound like a weird playground toy, but it’s actually Google’s proposed solution to getting rid of third-party cookies. You can find out all the sandy secrets about the new tool here, and decide whether you want to try it out or not. I’m Taking This SEO Off Page—Turns out, there’s more to SEO than just headlines and keywords. But you can learn all about those off-page-SEO techniques here, so you can get your rankings where you want them. Pin THIS, Snapchat!—In one of the most interesting social media upsets of the new decade (though there is still more decade to come), Pinterest has overtaken Snapchat as the #3 social media app in the US. And it looks like it’s staying there. Check out more here. Instagram Killed The IGTV Button—Despite a valiant attempt on Instagram’s part, the IGTV app just didn’t hit the mark with users (fewer than 1% of users downloaded the separate IGTV app). And now the social giant is removing the IGTV button from the Instagram app. But don’t worry, it’s now easier than ever to
upload and watch IGTV content in the Instagram app. Source>>
Can An Imaginary Peanut Even Die?—Verdict is still out, but Planters has posed the question in what seems to be a "pre-Big Game" ad campaign (if you don’t know what we are talking about, it’s the big football game with a lot of trademark laws). It’s the biggest advertising event on TV, so it’s not surprising it’s turning into a life-or-peanut-death affair.
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