Marketers Becoming Unafraid of Cookieless Future
- By CDOTrends editors
- July 10, 2023
Once viewed with trepidation, the sunset of third-party cookies is now considered an opportunity to bolster consumer trust and enhance data-driven strategies. New research shows that marketers in the APAC region are increasingly looking toward this transition as a chance to foster deeper relationships with consumers and build on data trustworthiness.
The report released by Twilio, a customer engagement platform, highlights that 90% of marketers believe the phase-out could result in more effective use of zero-party data—information willingly shared by consumers. More importantly, it suggests that 92% see the shift as a way to enhance consumer trust in advertising in the long run.
The findings are part of Twilio’s report titled "When Consumers Control Data: How to Build Trust and Succeed in the New Digital Era." The report delves into the long-term impact of the impending cookieless future, shaped by changing consumer preferences and expectations around data sharing.
Amid rising demands for better control and transparency in data sharing, fueled by high-profile data breaches, third-party cookies have become increasingly scrutinized. As major web browsers have phased out support for third-party cookies, marketers are pivoting their strategies, with 84% of organizations in the region supporting consumer data privacy and the impending cookie phase-out.
Particularly valuable for marketers is zero-party data—information that consumers intentionally share with brands. Such data allows brands to personalize their marketing efforts based on individual consumer preferences, improve services based on feedback, and strengthen relationships by fostering a sense of trust. Remarkably, 92% of marketers surveyed are already collecting zero-party data, primarily through surveys, social media polls, and email campaigns.
The report also highlights the role of first-party data, with 69% of organizations in APAC turning to this resource in addition to zero-party data. With first-party data providing more accuracy, flexibility, and control, 75% of marketers have at least a basic understanding of its positive value.
However, while the transition is underway, challenges remain. Marketers still need to improve customer satisfaction in data collection, necessitating a more refined approach to consumer data collection.
"In the new consumer data revolution, it's critical that businesses rethink their approach to data to drive more impactful customer engagement. Trust is now the underpinning factor for marketing success, so brands need to be more transparent in communicating how they are using data to unlock meaningful value for consumers," said Nicholas Kontopoulos, vice president of marketing for Asia Pacific & Japan at Twilio.
Image credit: iStockphoto/Jiyi