Strategy, May 07, 2021

Key takeaways from ‘What the FLoC? How do you prepare for a post-cookie future?’

James Breeze

In April 2021, we hosted a virtual event as part of our Executive sponsorship of Leeds Digital Festival: ‘What the FLoC? How do you prepare for a post-cookie future?’

The event saw Credera MarTech leaders from across the globe join forces to discuss how savvy leaders can create a great customer experience and drive customer loyalty in the wake of major technology, legislation, and policy changes.

You can now watch the full recording online, but we’ve also compiled some high-level takeaways into handy bullet points below:

Produce a 1st party data vision and strategy.

  • Review where your data is housed and carry out a readiness assessment.

  • Adopt an ethical and legal approach and build a relationship with legal teams to achieve the right balance of compliance and customer value.

  • Increase 1st party data collection and prioritise direct relationships with your customers.

 Organise & increase your data’s usefulness.

  • Explore 2nd party partnerships. These will be mutually beneficial to any non-competitive businesses forming an agreement to share data and insight.

  • Explore ID graphs. When complete, ID graphs will provide a comprehensive and revolving view of each of your customers and determine how they are interacting with your website and channels.

  • Address gaps in architecture to acquire, fix, and change. If you plan to ramp up your 1st party data collection, consider whether your existing architecture can cope with that level of change. Use the experiences that you want to provide for your customers to drive the gap closure in your architecture.

 Test and learn new approaches sooner rather than later.

  • Investigate and learn about Google’s FLoC and how this will affect your current tactics.

  • Create scenarios to demonstrate for your business what will happen once cookies are gone and re-baseline your performance to measure the success of your post-cookie solutions.

  • Serve relevant ads based on real-time determination of web page content. Take advantage of additional real-time data to give a highly contextual presentation.

Get creative and seize the opportunity.

  • Consider new locations for your target demographic. Experiment with geo-location marketing to provide relevance for your customers.

  • Make your content more meaningful by considering when purchase of your product is most likely to be top of mind. Environmental factors and trending topics are two such factors that will have an impact on when you look to promote.

  • Develop unique landing pages to increase the performance of your ads and maintain relevance. Incorporate appealing content that engages with your target customers. Providing a strong call-to-action that is relevant to the intent of the original searches will help to amplify engagement.

 Keep up to date, especially with trusted partners.

  • Check in with trade bodies, trade papers, and regulators to remain up to date with the latest news.

  • Establish a balanced point of view, taking on board any suggested solutions whilst considering the solution that will work best for your organisation.

  • Secure trusted partners and lean on their wider experience. You want to be creating a shared strategy that you can work on together.

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