A constant concern with work and life on the Internet is the line between privacy and functionality. Third-party cookies are a continually evolving example of this. While Internet cookies are necessary, they can also compromise your privacy. This month’s Tech Tip focuses on the best practices for website browsing when it comes to cookies (and we don’t mean adding chocolate chips)!
With Internet Cookies, We Want Data, not Sugar
By now, you have probably figured out that we are not talking about the kind of cookies you buy at the bakery. Internet cookies are small text files with a piece of data, for example, your login and password. Web browsers create these cookies as you visit websites. That information goes between the browser and your computer, making your browsing faster, easier, and more customized and personal.
The Good and the Bad of Third-party Cookies
Cookies can be very helpful to both website owners and customers. When your website remembers your customer’s history and preferences, it allows you to know them better. It also provides your customers with ease so that they can pick up where they left off while using your website
On the other hand, tracking cookies are placed on a website by a third party. This allows that cookie’s creator to collect and receive data when a user visits a site with their resources – understanding your customers’ activity and interests can be invaluable information. This data can help you identify the profile of your typical customer, so you can identify new ones and build your audience. It can also help you track what your customers are looking for to make sure your products meet their needs.
Make Sure Your Company is Following Best Practices
Beginning a few years ago, most major web browsers started putting measures in place to give their end-users more privacy. As you have probably noticed, allowing users to opt-out of cookies on websites they visit has become standard. The rules have changed, is your business caught up?
How Do I Gain Insight without Third-party Cookies?
Cookies are not your only option when it comes to your website. Here are some best practices to ensure that your products are shown to your customers and potential customers that aren’t based on third-party cookies and ad targeting.
You know that the folks on your newsletter lists want to know the latest on your company and its offerings. Make sure your newsletter is not just an ad for your company, but includes valuable content for your audience.
The content and layout of your newsletter can also help you learn important information. You can track what content is of most interest based on what blogs or links they click on. Beyond just seeing how they react to the content you provide, adding interactive content like surveys and polls can help you learn what they want.
Social Media Ads
Not only should you keep up with your social media, but you should also invest in social media ads. This type of advertising can be incredibly effective by targeting exactly who needs to see your content.
Monitor Social Media Insights
Just as you use the analytics from your website traffic, slicing and dicing the data from your social media and other channels can also provide information about what your customers are engaging with.
Some additional resources:
- 7 Marketing Alternatives to Tracking Cookies | Hubspot
- The end of third party tracking cookies | Browser Media