As businesses, we’re always looking for ways to create more personalized experiences for our customers. But while personalization is essential, it can also be tricky - especially when it comes to tracking customer data.
On top of that, customers want personalized experiences, but they don’t want to be tracked.
How can we, as businesses, deliver personalized experiences without tracking customers’ activities?
One way of doing that is by using the cookieless personalization approach.
Cookieless personalization allows us to create tailored experiences for our customers without tracking their behavior or using third-party cookies. By using this approach, we can protect our customers’ privacy and still provide them with the personalized experiences they desire.
Kat Warboys from Hubspot summarizes
the cookieless future and respecting customer data in a phenomenal way:
“For marketers, it’s an important reminder about doing right by customers, especially when it comes to respecting their data. Companies that choose to abuse customer data can certainly grow, but in the long run, that growth will cost them their customers’ trust — that’s not really growth at all, it’s debt. But companies that protect data and use it thoughtfully to make customers’ lives just a little bit easier will be the ones that do well.”
The bottom line is that cookieless personalization is a great way to create personalized experiences for your customers while respecting their data.
This approach uses data (zero-party and first-party data) gathered from past interactions with your customers to create a personalized experience without the need for cookies or other tracking mechanisms.
There are several reasons to be optimistic as we move toward a cookieless future, and the primary message is the increasing importance of zero-party and first-party data because 69%
of consumers say they appreciate personalization, so long as it’s based on data they’ve shared with a business directly.
More resources about cookieless personalization: