RECIPE FOR A COOKIE-LESS WORLD
01.
01.
GATHER 1ST PARTY DATA IN A
FUN, DIGITAL WAY
69% of UK customers stated high levels of online
privacy concerns, but at the same time, 46% said
they were happy to exchange data if there’s a
clear benefit.
There’s a tension there – so the key is gathering
that data in an incentivised, or fun, digital way.
Competitions and discounts have long been the
way forward.
But how can brands go beyond this to create
something truly tailored and valuable?
IN FOUR EASY BITES
IN FOUR EASY BITES
02.
02.
PERSONALISE CONTENT
Remember BuzzFeed quizzes? The annual Spotify
wrapped? Did anyone not have a Barbie profile
picture last year?
Brands are harnessing personalisation through
campaigns that provide convenience and
relevancy.
AI-led chat bots have boosted this. In its simplest
form; answer questions, get a bespoke
recommendation. Could it be any easier to get
brand engagement?
03.
03.
CONTEXTUALISE CONTENT
High performing content is prepared, reactive, or
in the right place at the right time.
Geotargeted campaigns - you always notice a
‘Hey London’, right? Likewise, weather and TV
syncing have long been favourites in contextual
advertising.
More recently, search-led platforms like Google,
TikTok Shop, and Pinterest Lens are putting
content in front of users, recommending the
content they purposefully came onto the
platform to see.
04.
04.
USE ENHANCED TECH, AI &
DATA COLLECTION TOOLS
With AI storming through every area of
advertising, specialised data platforms promise
unlocked personalisation with insights based on
GenAI.
Meta themselves have poured efforts into their
Advantage+ offering, supercharging campaigns
with predictive analytics and machine learning.
Not to forget the old faithful - we’re talking
powerful data from loyalty schemes and
newsletters; audiences ready to receive
bespoke brand messages.