Navigating the Cookiepocalypse: The State of Marketing Tracking and Cookies

Embracing change in the era of the "Cookiepocalypse" – why diversifying marketing strategies and going back to basics are essential for staying ahead in the evolving world of tracking and cookies.

By Wadih Antoun

About 6 min read . Sep 25, 2023Digital Marketing

We've got some juicy tidbits about the ever-evolving world of marketing tracking and cookies that we think you'll find quite enlightening. Recently, we packed our bags and jetted off to the bustling city of Dubai to attend MeasureCamp, where we dove headfirst into discussions about Data and Analytics. Our mission? To better understand where the industry is heading and what we can do to stay ahead of the game.

Now, let's get down to the nitty-gritty. Marketing tracking and cookies – it's a hot topic that's been simmering for quite some time. But before we dive into the deep end, let's keep it simple: things are changing, folks. Fast. And it's time to adapt.

Source: Third-Party Cookiepocalypse

Why We Went to MeasureCamp Dubai?

First off, let's talk about why we hopped on that plane to Dubai. MeasureCamp was the perfect platform for us to explore the current state of marketing tracking and cookies. In a world where your data is as precious as gold, it's vital to stay informed and ready to pivot.

We didn't just attend MeasureCamp to sip on fancy coffee and enjoy the Dubai skyline (although that was a bonus). No, we were there to engage with industry experts, soak up knowledge, and understand where the winds of change are blowing.

The Cookie Conundrum

Cookies, those little bits of code that have been helping us track user behavior for ages, are under siege. Privacy concerns, browser updates, and shifting regulations are chipping away at their effectiveness. It's like trying to build a sandcastle at high tide – frustrating, right?

So, what's a marketer to do? Well, we need to make do with what we have. Basic tracking is still our friend. The ad platforms themselves (Meta & Google) and other fundamental tools are here to stay, at least for the time being. It's like going back to the marketing basics while we wait for the dust to settle and more complex solutions to become affordable.

Advanced tracking is a more complex endeavour that should be given its dues. It needs collaboration between all parties involved: marketing, tech team, product team and so on. And if you’re marketing is outsourced, the agency alone can’t spearhead it (see what we did there? 😉).

Diversify Your Marketing

Here's the deal: relying solely on one type of tracking or one marketing channel isn't cutting it anymore. With cookies crumbing and regulations tightening, we need to diversify our marketing efforts like never before.

Think of it like a well-balanced investment portfolio. You wouldn't put all your money into a single stock, right? The same logic applies to marketing. Explore alternative methods such as email marketing, content marketing, influencer partnerships or outdoor & radio. Branch out, and you'll be better prepared for whatever twists and turns come your way.

Data & analytics should also be a branch you’re investing in for your business; it’s just as important as sales, marketing, IT or accounting. The investment is not just about tools & infrastructure but also key personnel to champion this branch.

Brace for Huge Changes

The marketing landscape is shifting, and it's not a gentle breeze – it's a full-blown storm. We're talking about major upheavals in the way we collect and use data. Brace yourself, because more changes are on the horizon.

With the demise of third-party cookies and increasing consumer awareness about data privacy, we have to be ready for a new era of marketing. It's a time for creativity, adaptability, and ethical practices.

One such solution is Google Tag Manager (GTM) server side which is a way to implement and manage tags on your website or app from the server instead of the client (browser). This means that tags are fired and data is collected before the page or screen is loaded, which can improve performance and privacy with greater flexibility. However it’s complex to set up and manage, has limited support as it’s a relatively new technology and can be costly as it requires additional resources.

In Conclusion

Marketing tracking and cookies may be in flux, but that doesn't mean we're sailing blindly into the unknown. Attendees at MeasureCamp Dubai have shown us that the industry is resilient, and we're all in this together.

So, keep it simple, diversify your efforts, and brace for those seismic shifts. While the future of marketing tracking may be uncertain, one thing's for sure – we'll be here to navigate these uncharted waters with you. Stay tuned, stay savvy, and let's ride this wave together!

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