The Different Reasons Why Cookie-Based Marketing Has Become Stale
Predyctive: Cookie Marketing Is Crumbling
In today’s society, the customers can access the internet using a plethora of different devices, such as desktops, laptops, mobile phones, wearables, and computers.
1. The Cookies Are Device-Specific And Not Individual-Specific
What are internet cookies? They are identifiers on devices that are associated with single browsers meaning that they are not a reliable method of mapping to individuals. For a single person, various cookies exist for the same individual utilizing more than one device or browser. It also means there could be the inaccurate identification of several people who share a single computer or device as they are sharing cookies. If true, the person-based marketing is aimed at targeting people utilizing technology that targets devices by creating challenges instead of causing solutions. Predyctive does not market-based on cookie data.
2. The Cookies Can Expire
Similar to a bag of Oreo cookies, virtual cookies have a certain shelf life with an expiration date. This can range from a single session to several months depending on the digital cookie’s initial server or the user’s personal settings, anti-virus software, browser or a voluntary cookie deletion. Taking all this into consideration, experts predict that within a thirty-day window approximately 50% of all cookies will be seen at a single time, and then not again. Based on this, the marketers relying on cookie-based targeting do not require an accurate view of the consumer journey or their position within it. The reach is often over-exaggerated when the same consumer is counted as a new customer every time a cookie is deleted or expires. This, in combination with the loss of historical views on online behavior, will result in an over-saturation of irrelevant web messaging via cookies.
3. The Cookies Do Not Exist Using Mobile Apps
Evidence has found that approximately 86% of all current customers’ mobile time is spent using mobile apps that do not support cookies. This means that online marketers are unable to connect valuable mobile app data to the rest of the consumer’s information. Moreover, the cookies are not as effective or consistent in the majority of mobile browsers which makes desktop-only customers the best way to reach customers. Of course, the use of mobiles is increasing and it is becoming more important. Unfortunately, third-party cookies were blocked on Safari, Apple’s mobile browser, last year claiming 55% of all US mobile browser usage. Seeing as cookies work on Android OS and Google’s Chrome browsers, they continue to be functional when operating on a laptop or desktop. Sadly, they do not function when using a mobile platform, such as a tablet or smartphone, as these devices are associated with inconsistent cookies or information retrieval.
4. The Customer’s User Experience Suffers
Between a slower page loading time and website response time, the consumer’s user experience can suffer dramatically, including the tax on the data plans associated with the device. This has resulted in many broken customer relationships and the growth of ad blockers on mobile platforms, neither of which helps people-based marketing strategies.
5. The Cookies Are Not Future-Proof
The majority of these devices will, more than likely, operate using cookie-free environments decreasing the usability of cookies and increasing the need for alternative technology in the marketing industry.
6. A New Solution To Target People And Not Cookies
As cookies start to become irrelevant in this society, marketers are trying to find ways to reach clients and serve their customized messages. However, to obtain this personalized messages it is necessary to evaluate the data collection technology and decide if the investment is available or paying off. Forward-looking marketing platforms can reduce disruptive solutions closing any identified gaps formed by cookies. The new technology will elevate the identity of gadget to the level of a person and beyond that of a device. Tying customer data with devices for long-term is only possible using cloud-based IDs, such as anonymous email addresses. Unlike cookies, an email address will not expire and can serve as a durable anchor for all individuals.
7. Predyctive Does Not Use Cookie Marketing
At Predyctive we use a different form of marketing based on user search queries. We used an artificial intelligence that helps us cross reference data and only market people who are able to convert at that moment. We do not use cookie marketing because this is how you bleed money targeting people who are what we like to call “dreamer.” Cookie marketing means your ads are reaching people who are simply dreaming but cannot afford to buy.