September 2022

It goes without saying that in digital and social media marketing, data reigns supreme. So, it comes as no surprise that when Google announced it was going to begin phasing out third-party cookies in Chrome in the second half of 2024, there was a massive scramble to understand the implications of this and how marketers could overcome it.

While other web platforms have already started to limit the amount of browser data collected for advertising use, Google’s decision to follow suit has started to raise some red flags for companies — mainly due to its massive market share.

Before we get too deep, for everyone out there that doesn’t have a sweet tooth, let’s break down what cookies are used for. A cookie is a piece of data that is used each time a user visits a website. First-party cookies can store things like login credentials, website preferences, and items you may have previously added to a shopping card. Third-party cookies are what advertisers use to target campaigns; they’re more behavioral-type data.

So, what has caused this shift in limiting the collection of third-party data? In one word: privacy. With a slew of data privacy issues in recent years, people are more protective of their personal data than ever. In fact, 86% of Americans say data privacy is a growing concern for them, and 68% are apprehensive about the level of data being collected by businesses — even the brands they’re loyal to.

Party Time, Excellent

When it comes to online data, there are a few different parties you could be invited to:

First-party data – including transactions, social media interactions, and website traffic – is information companies receive directly from users based on their online behaviors. In other words, every site visit, social media engagement, or cart fill becomes a point of information that helps companies learn more about you. Companies are the sole owners of first-party data.

Second-party data is essentially first-party data sent to a company through a secondary source. A perfect example of this is PPC (pay-per-click) advertising on Google. Google technically owns this data, but they let advertisers use it for a price. For all the interactions people have with Google, second-party data is saved for marketers to use to advertise to their target audiences — specific groups of people for whom they might not have the data but know they want to target.

Third-party data is data acquired from outside sources. This is where things can get messy. These data sets are not always the most reliable and are openly available to competitors. People typically get spooked when they think they’re being served ads because their phone is “listening.”

Each of these three categories help companies target specific people, some more than others. But these data points are largely based on an individual’s online activity rather than finite, private information.

Here’s where things get even more exciting. There’s also a category called zero-party data. Zero-party data is any information a customer willfully and voluntarily gives a company — think responding to a poll, filling out a survey, filling out a contact form, signing up for an email newsletter… you get the picture. It may sound similar to first-party data, but the key difference is that zero-party data is not behavior-based; it’s information coming straight from customers.

What Does All This Have to Do with Cookies?

As Google and other platforms move away from third-party cookies, it will force advertisers to rely on data they can glean directly from current and potential customers. This means there will be no more campaigns tracking online behaviors, but rather targeting those who have intentionally shown interest in brands via websites and social channels or have provided specific information about themselves (name, email address, phone number, etc.).

Obviously, a prime argument from advertisers is that this will severely hinder their ability to target people based on lookalike audiences and tracked online behaviors. In fact, in 2022, programmatic digital advertising represented more than 90% of all digital display ad dollars. A counterargument, however, is that most companies don’t need to know which specific individuals buy their products; they just need to know that more people bought their product as a result of being exposed to ads.

Finding the New Sweet Spot

While “zero-party” doesn’t sound like something you’d want to be invited to, it’s becoming even more vital to the future of marketing. It’s forcing a shift from campaigns based on “intent” to those based on “action.” And while many agencies aren’t yet familiar with the term or concept, our team specializes in gathering and leveraging zero-party data for our clients and generating positive ROI.

This approach is what STIR has been recommending to our clients all along – a model with a proven track record that builds brand awareness and loyalty. Marketers need to serve their audiences better, attracting/drawing in prospects and customers to their sites by adding value through content. Essentially, you need to give them a good reason to engage and convert. This then becomes a very valuable and ownable piece of data that can be maintained, nurtured and mined. Ultimately, it can be used to develop closer relationships with customers.

It’s more important than ever to develop effective, compelling web content that drives traffic, engagement, and ultimately that good, wholesome data needed to strategically target your true audiences.

Brand building is all about sharing information in creative ways that capture attention and spark imagination. At STIR, we work in partnership with our clients to develop compelling content that tells their unique stories.

Every one of us is wildly passionate about something. Many folks are self-proclaimed film buffs, foodies, health and wellness advocates, or bookworms. Our passions are also often career related. Ask any farmer, insurance agent, realtor, tradesperson, or artisan about their vocation. Chances are they’re enthusiastic to talk your ear off about what they do for a living and why.

Talking about what we love is, for the most part, easy. One-on-one conversations, such as those with close friends or colleagues at your local watering hole, come naturally to a lot of people. Writing about our interests and jobs, however, poses challenges for many. There are several proven techniques to help take that verbal fluency to the written form. There are various forms of long-form and short-form content in the marketing world, including blogs, social media posts, byline articles, advertisements, whitepapers, and emails — all of which require a dose of creativity to be effective.

So, how can anyone — including those who aren’t writers by profession or even by hobby — convey their passions on paper (or on screen)? Here are a few tried and true tips to become a more effective writer.

Start with an outline

Before heading out on a trip, you set aside time to research where you want to go and plan your route. The same concept applies to writing. Outlining your thoughts first is a useful technique to organize what you want to compose. No matter your skill level, staring at a blank page or document can be intimidating. But once you get started, you will find that the words and ideas begin to flow. Don’t overthink this step too much. An outline isn’t scripture etched in stone; it’s a guide.

Frontload your main point

If your reader must navigate through multiple paragraphs before you get to what you’re really trying to say, you’ll lose their focus. State your intention as early as possible. Begin with an gripping quip and elaborate from there.

Write in the brand voice

Just like people have their own personalities, your brand voice is totally unique. Whether you’re employed by a company or are an independent business owner, maintaining a consistent tone throughout your marketing channels is key. Write as if you’re having a conversation. Be yourself but channel the brand.

Brevity is key

When in doubt, follow the trusted KISS method: Keep it simple, [redacted]. Don’t worry about using an advanced vocabulary or lengthy sentences to get your point across. One popular rule of thumb when it comes to writing: Would your grandmother understand this?

Create an optimal writing environment

Setting the stage for a healthy writing mindset is crucial. For example, when it comes to ambiance, some people prefer complete silence when they need to concentrate. Others enjoy white noise. Others can tolerate background chatter or music. Meanwhile, investing in an ergonomic desk and chair goes a long way. Working in the natural light, if it’s available, is invaluable.

Solicit honest feedback

Remember that the first draft — and the second, the third, and so on — is highly unlikely to be the final version. Read your work aloud. This is a handy approach to detect any gaps as well as to determine if the piece makes sense in general. Keep in mind that even the most famous authors have worked with editors to polish their pieces. Recruit a trusted coworker, friend, or editor to review your work and provide constructive feedback.

There are several free tools we recommend that offer real-time feedback and explanations of mechanics. To name a few:

Hemingway App (Ernest Hemingway was an advocate of simple and clear prose.)
Grammarly
Wordtune

Find inspiration

They say that imitation is the best form of flattery. Seek inspiration from books, magazines, blogs, and other published works — even those completely unrelated to your field. Browsing the web or scrolling through social networks can spark brilliant ideas. At the end of the day, you don’t need to be an expert writer or best-selling author to produce something worth reading and sharing.

Becoming a strong, comfortable, confident writer takes time. We totally understand it can be a lot to juggle. STIR specializes in content creation, and we would be thrilled to help tell your story.

Month: September 2022

A Cookieless Future: Finding the New Data Sweet Spot