5 examples of cookieless marketing

Third-party cookies are so last year. At least in the mind of Google, which?aims to phase out these trackers?come 2023. Consumers will have peace of mind with more privacy in a cookieless web.

Basic and necessary data will still be collected via first-party cookies. This includes information like your primary language and how often you visit a website—they?aren't the ones that leave you wondering if Facebook is listening.

This announcement from Google?will hugely affect the marketing and advertising industries.?44 percent of marketers?expect to increase their spending by five to 25 percent to upkeep their sales.

If you want to get ahead of the game, keep reading to discover the front runners of the cookieless world. They are all GDPR compliant and apply cookieless marketing strategies for their business.

Marketing Without Third-Party Cookies

Contrary to popular belief, your devices are not always listening. Instead, with the use of third-party cookies, it?can track and scrutinize your online behavior. Not only does it happen when you are on a certain website, but during your whole browsing session. It collects data that helps advertisers target ads to the right audiences aka you! They also use them to learn about what visitors are checking out online when they aren't on our websites.

But, this is all set to change soon with stricter data protection regulations; how might marketers reach their audiences as efficiently?

There are plenty of successful companies (and governments!) that respect their users' privacy.?Below are a few examples?of tracker-less models.

Apple

The Apple website does not?contain a single tracker.?This company is a leading tech giant that?conducts privacy-centric marketing tactics.?They allow their?products to speak for themselves.

Your phone contains plenty of personal information, and Apple only uses the data you share with it for the improvement of its function?and the?upkeep of your privacy. They are the

In addition to this, Apple's?iOS 14.5 software update gives users control over their privacy. Not only are they respecting your privacy, but they are also preventing other apps and websites from breaching your data as well.

The German Government

It's not just companies that are going cookieless—virtually, of course. The German government is very serious when it comes to protecting their citizens' privacy online and offline.

In fact, the German Constitution claims that "informational self-determination" is a fundamental right. This means that it is in the individual's hands to disclose any personal data for use.

And it's not just the German government that is interested in protecting the data of their citizens. The EU has formed the General Data Protection Regulation (GDPR) to ensure data privacy and security are upheld through the law.

Cloudflare

Maybe the U.S. government should enable these GDPR measures?themselves.

Google is not the only big tech company taking a stand on user privacy—Cloudflare took up a case with the U.S. government to protect the privacy of one of its users.

It is actions like this that gain trust between a consumer and a company. When trust is built, consumers are drawn in and loyal.?Cloudflare is open and honest?with the information they collect, and will never sell user data for the sake of making a few bucks.

Tappable

We value privacy, and would never infringe upon yours.

We have delete all the trackers on our website when we saw the discrepancies between our GDPR compliant analytics tool and Google Analytics. 60% percent of our visitors had adblocker or rejected our cookies.

Are we still making the right decision if you are basing yourself on behavioral data from 40% of your visitors? We’ve decided to delete all cookies and trackers and we never looked back.

Our strategy is based on quality content and website combined with a privacy-respecting UTM tag strategy. There is only 1 goal on our website and that is signing up.

And this is translated in our product as well. No cookies are to be found on our Landing Stories.

Our?Landing Stories?are the future of mobile marketing campaigns. They are fully privacy and GDPR compliant, with a click-through rate of 20-35 percent. You won't have to worry about ad-blockers, long loading times, or boring layouts and copy.

Netflix

Netflix's marketing website is simple. You can only do one thing! Signing up to their streaming platform. Except for signing up, there isn’t much information on their website.

So why put make your website slower and track all the visitors?

Their marketing strategy is based on a strong presence on social media ads and word of mouth.

Wikipedia

This online encyclopedia isn't always the most reliable, as anyone can edit the pages with updated information. But there's one thing we can depend on, and that is the fact that Wiki will not sell any collected information to?marketers.

Their?privacy policy outlines that the data they collect is only used for the improvement of the site, compliance with the law, and the protection of its users. The only way they collect this data is?through direct interaction with the site, such as surveys, opening an account, or making contributions.

GitHub

Similarly, Github made the jump towards cookieless marketing.?They noticed the annoyance of cookie banners on each and every website a user entered. While these were created in compliance with the EU law, it was a huge disruption to entering a site.

So,?they did away with them.?GitHub simply does not use non-essential cookies. These big tech companies embraced a cookieless world, paving the way for plenty of others to follow suit.

Respecting Privacy In?A Cookieless Future

Whether the companies promoting themselves on Google like it or not, this change is happening. Privacy-centric marketing is here, and it's best to get ahead of the curve.

Sometimes we forget that consumers are human beings, rather than just numbers and data.?Becoming a reputable company that truly cares for its customers goes much further than third-party cheat codes.

So, tap into a privacy-first agenda with Tappable.