{"id":109415,"date":"2024-02-16T09:08:19","date_gmt":"2024-02-16T09:08:19","guid":{"rendered":"https:\/\/www.marketingtechnews.net\/?p=109415"},"modified":"2025-08-05T12:56:30","modified_gmt":"2025-08-05T11:56:30","slug":"advertising-will-not-crumble-as-new-tools-are-in-the-mix","status":"publish","type":"post","link":"https:\/\/www.marketingtechnews.net\/news\/advertising-will-not-crumble-as-new-tools-are-in-the-mix\/","title":{"rendered":"Advertising will not crumble as new tools are in the mix"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As Google\u2019s deprecation of third-party cookies becomes a reality in 2024, UK businesses are taking action.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A new <a href=\"https:\/\/www.capterra.co.uk\/blog\/4519\/effects-of-cookie-deprecation-on-UK-Smes\">survey<\/a> conducted by Capterra, a software and services marketplace, has found that despite 61% of marketers expressing concerns about how the cookie discontinuation may impact their company, nearly half (49%) of all the respondents said their company felt \u201cwell prepared\u201d and 44% are \u201cmoderately\u201d so.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, for many, the change is perceived as beneficial: More than half (52%) of marketers expect an increase in revenue after the end of third-party cookies and 39% anticipate that it will have a positive impact on business performance.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Capterra surveyed 138 marketing professionals in UK companies to investigate the impact of Google\u2019s deprecation of third-party cookies. The survey found that despite worries about a cookieless future, companies are equipped with alternative methods for data collection.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Preparing for the phase-out, 57% of respondents said their company is relying on alternative channels and 51% are developing new means to collect data. A further 46% reported that they will use Customer Data Platforms (CDPs) to centralise and manage first-party customer data. In terms of the type of data collected, the focus moving forward will be on the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>69% will focus on collecting first-party data<\/li>\n\n\n\n<li>64% will leverage second-party data from trusted organisations&nbsp;<\/li>\n\n\n\n<li>60% will make use of contextual data<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These data collection techniques can help marketers get a clearer picture of their customer base and enhance personalisation while respecting data privacy. In addition, companies will leverage tools to gain key customer insights.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Notably, the majority (78%) of surveyed marketers said their company is investing in Customer Relationship Management (CRM) software to unify first-party data and track customer interactions.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Capterra UK analyst, Eduardo Garcia Rodriguez, said: \u201cThe end of third-party cookies does not mean the end of data collection for businesses. The new way to collect data will focus more on first-party data from companies\u2019 websites or data that is proactively provided by customers while respecting data privacy in a consensual manner. Additionally, businesses will look for quality rather than quantity. For example, they will use CRM tools to build and strengthen customer relationships, while finding alternative routes to personalisation.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, adapting to a cookieless marketing environment also poses challenges for advertisers, especially for those who rely heavily on them:\u00a0More than half (53%) of respondents said that over a fifth (20%) of their company\u2019s campaigns are based on data collected with third-party cookies, and 78% of all the surveyed marketers admitted to their increased importance in recent years.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Third-party cookies have helped advertisers track website activities to support a range of online experiences. For example, 86% used third-party cookies to collect general information, such as gender, age, and race, while they have helped a further 83% create personalised ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consequently, the biggest hurdle in the future for most marketers (45%) will be redefining marketing strategies. Respondents identified other challenges too, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tracking the right data (42%)<\/li>\n\n\n\n<li>Relying more on first-party or zero-party data (41%)<\/li>\n\n\n\n<li>Having to readjust their budgets (36%)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Plus, with the increased demand for ad placements on websites, more than half (55%) expect online marketing competition to increase. To comply with data privacy and stay in the game, UK companies need to take an innovative and agile approach to their marketing efforts. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Interested in hearing leading global brands discuss subjects like this in person?<\/strong>\u00a0<strong>Find out more about\u00a0<a href=\"http:\/\/www.digitalmarketing-conference.com\/\">Digital Marketing World Forum (#DMWF)<\/a>\u00a0Europe, London, North America, and Singapore.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Google\u2019s deprecation of third-party cookies becomes a reality in 2024, UK businesses are taking action.\u00a0 A new survey conducted by Capterra, a software and services marketplace, has found that despite 61% of marketers expressing concerns about how the cookie discontinuation may impact their company, nearly half (49%) of all the respondents said their company [&hellip;]<\/p>\n","protected":false},"author":57372,"featured_media":91094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2424,2433,2469,2471],"tags":[108,212,236],"ppma_author":[594],"class_list":["post-109415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-first-zero-party-data","category-hyper-personalisation","category-marketing-ethics","category-transparency-trust","tag-advertising","tag-cookies","tag-websites"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Advertising will not crumble as new tools are in the mix - Marketing Tech News<\/title>\n<meta name=\"description\" content=\"UK businesses will turn to first-party, second-party, and contextual data, with a focus on CRM software investment, 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