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The End of Cookies: 61% of Marketers Fear Change

Cookies have been a key tool for tracking and personalising advertising. Their loss poses a challenge for advertisers, requiring new approaches to marketing strategy and data collection.

The End of Cookies: 61% of Marketers Fear Change
Source: Depositphotos

This year, Google is removing third-party cookies. This is a major change for online marketing. Without cookies, online marketing will be very different. According to Capterra research, up to 61% of UK marketers are concerned about the change and 49% feel prepared. More than half expect an increase in sales when third-party cookies are removed and 39% expect a positive impact on business performance.

 

Source: Capterra

Companies are actively seeking alternative methods of data collection, with 57% preparing to phase out cookies and 51% developing new methods of data collection. Key strategies include focusing on first-party data, partnering with trusted organisations and using contextual data.

78% of marketers surveyed are investing in CRM software to unify first-party data collection.

45% of marketers agree that redefining marketing strategies is their biggest challenge, while other challenges include tracking the right data and the need to adjust budgets. They expect online marketing to become more competitive, requiring companies to be innovative and agile in their marketing activities.

 

Source: Capterra

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