Blog post By Paula Chiocchi on 2020-08-05
With increased privacy regulations and many browsers removing third-party cookies, it’s likely that sooner or later, digital marketing based on tracking cookies will be gone for good. And now – before it’s too late – is the time for marketers to reset and evaluate their options for a cookie-less world. Here are three conversation starters that put this topic in perspective:
Thankfully, using data you can close that gap by matching individual contact information to the correct decision-maker within the company. This combination allows digital marketers to pinpoint relevant individual contacts and target their marketing with that information. And with many people moving to an account-based marketing (ABM) approach, it’s even more important to narrow the focus and not waste resources on irrelevant contacts.
As a frontrunner in this area with a track record in high-quality business contact data, at OMI, our customers are using IP address tracking to drive their digital marketing and close the loop on identifying the correct prospects.
The demise of third-party tracking cookies may seem like another wrench in the gears for digital marketing, but it doesn’t have to be. IP address identification and contact matching offers a way for digital marketers to reach the right person, at the right time, on the right device, with the right content. Additionally, new strategies continue to emerge from companies offering innovative data strategies. For example, LiveRamp’s digital platforms and identity graphs bring together powerful data sets for highly targeted audience building.
We see great promise for digital marketers in a cookie-less world. If you have any questions about how to pivot for the changes ahead, give us a shout. We always welcome questions and conversation.
Outward Media’s proven data cleansing services and targeted, accurate B2B data can enable you to achieve better digital marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.