It is always nice to read a good newsletter and it is even nicer when you are mentioned and had no idea until innocently reading it. Now I wonder what would have happened if I did not read it….would I have never known? There is a lesson in there somewhere.
Anyway…my friend Seth Goldstein puts out the Marketing Junto Newsletter.
Here it is…
https://www.marketingjunto.com/with-cookies-going-out-of-style-what-now/
Yea, I know that image isn’t of website cookies, but I couldn’t think how to find an image to convey those, so I went for the more delicious variety.
For better or for worse, web tracking cookies are getting the boot from the ‘net. Google is trying to come up with another method of tracking, after its failed FLOC attempt and marketers are scrambling.
A very smart friend of mine, Marty Focazio, of Coherent Ways, warned me this was coming way back in 2018. Like many of us he’s seen the writing on the wall for a while. People, generally, don’t like be tracked across the web. It’s pretty bad when you buy shoes at Amazon and then for the next week see those shoes all over the place online. YOU BOUGHT THEM ALREADY!
To be honest, I like personalized ads, especially over ads that have nothing to do with me and my interests. Yes, they can be creepy at times and surprisingly on point, but that doesn’t bother me. Am I in the minority? Maybe.
As a marketer, a world without tracking cookies can seem rather dystopian. But fear not, there are some tool that can help. Tools like Merged Analytics and ZoomInfo that use different technology to help marketers figure out prospects online and who is viewing their site. For Goldstein Media I’ve been using Merged Analytics. I’m friends with Joe Singer, one of the co-founders of Merged Analytics, and have even had him on my Entrepreneur’s Enigma podcast.
The tool is very cool and above board all the way. It gives me referral information and contact information if it’s available. If you’re a business, definitely check it out. Tell them I sent you.
An what’s more, cookies aren’t the only thing being threated.
By the way… to solve the Google Analytics issue, I recommend Fathom Analytics (affiliate link), which I use on all of my sites. They avoid the whole fiasco with the European Union by keeping the EU data in the EU.
With All This, What’s A Marketer To Do?
Is all this turmoil around cookies a bad thing? No. Does this leads to more innovation in the space, since we’re not relying on web tracking cookies as much? Maybe. Will cookies ever go for good? I don’t have that answer.
What do you think? Hit reply and let me know .