Avoiding Consent Fatigue: Six Steps To Keep Your Brand Ahead Of The Cookieless Curve

Chocolate Cookie  -Photographed on Hasselblad H3D2-39mb Camera

With third-party cookies on the way out, Adobe Vice President of DX Marketing, APAC and Japan Duncan Egan shares his top tips on futureproofing your business.

If 2020 was a watershed in the evolution of the digital customer experience – driven by the pandemic and resulting in dramatic growth in ecommerce and the rapid uptake of digital technology – brace yourself, there’s more sweeping change afoot. This time, it’s the rise of consent-based marketing driven by growing privacy concerns that have ushered in a new era of cookieless internet browsing.

The end of 2022 is set to witness the crumbling of the third-party cookie after more than a decade of being the primary force by which brands could track and target individual internet users online, cost-effectively filling customer acquisition funnels and driving sales.

In response to increasing privacy regulation, such as the European Union’s General Data Protection Regulation (GDPR) legislation and the California Consumer Privacy Act (CCPA), Apple, Mozilla, Google and others are moving away from allowing individuals to be targeted without their consent.

Some of that change has already arrived. In April 2021, an update to Apple’s operating system highlighted a privacy feature that threatens to prevent app developers from collecting data from most of Apple’s billion or so users to personalise ads.

The demise of third-party cookies is expected to herald a new era of consent-driven digital marketing characterised by authenticated customer experiences.

For marketers, that means getting better at collecting and managing the first-party data users share directly with them and finding new ways to identify and target consumers online — with their permission.

Yet, most organisations are not prepared for the change that’s coming. In fact, two in three expect it will disrupt their marketing activities but have yet to get their data house in order, according to Adobe’s 2021 Digital Trends report.

And only one in two executives say that privacy and consent are key factors in their planning.

Here are six steps marketers can follow to prepare to market with consent – while avoiding fatigue:

  1. Put yourself in the customer’s shoes

The first step is to think about the customer experience from the customer’s point of view. That means avoiding bombarding consumers with requests for consent – or advertising – once you have consent. It also means considering carefully when, why and how you request that consent.

  1. Centralise your existing data

Less than one in five marketers think their organisations are “very effective” at gathering first party-data to deliver strong experiences throughout the customer journey, according to the 2021 Digital Trends report.

It’s critical to house customer and other owned first-party data in one centralised hub to provide a single view of the customer and to establish a persistent cross-channel ID. This should also be enabled across all organisational units and tools for audience segmentation, targeting, and measurement.

Data that remains siloed — for example, customer data managed by IT and behavioural data that’s handled by marketing — is hard to understand and action and can lead to multiple requests for information you already have elsewhere in the business.

  1. Invest in the technology you need

If you don’t already have a customer data platform, it may be time to invest. CDPs make use of all data, including first-party data, to create a persistent and unified customer database. This enables brands to create and then execute from a unified customer profile.

Consider how your CDP brings together first-party web, app and publisher data from scaled behavioural interactions, such as the actions of unknown visitors, durable first-party customer identifiers such as email addresses and phone numbers, and consents to facilitate real-time customer experience management.

  1. Seek a beneficial value exchange

Brands that don’t already have much first-party customer data should focus on creating a robust first-party data strategy that includes obtaining durable customer IDs with marketing consents attached.

To obtain these, brands need to offer something of value in return. This could be compelling content, personalised recommendations, discounts, rebates, gamified features, and so on — and it will differ greatly from organisation to organisation and from brand to brand.

Only 16 per cent of marketers believe they are very effective at communicating the value offered in exchange for customers’ consent when they first encounter the brand — such as saving customers time, making more relevant offers, and so on.

  1. Consider your consent management and compliance strategy

Consider how you will ensure that the consents you obtain remain attached to the data and personally identifiable information (PII) you collect so that your organisation never shares data that it shouldn’t and doesn’t contact or market to people who don’t want to be contacted.

Be transparent about consent by establishing a consent centre so that customers and visitors can manage their own consents online. Have a strategy for ensuring your policies and practices are up-to-date with the latest regulatory changes.

  1. Complement your first-party data with other sources

While a robust first-party data strategy will be essential to delivering a personalised customer experience with consent, it may not provide you with the scale your brand needs.

Consider ways to augment your first-party data strategy, such as context targeting based on advertising in relevant content or data co-ops in which complementary organisations share data for their mutual benefit – with consumer content.

Thriving in the cookieless revolution

Whatever your first-party data strategy, it’s important to collect your durable first-party data with a customer-centric approach, make it actionable and stitch it across your assets with consent applied.

Only then can you use it to personalise the customer experience in real-time without wearing out your welcome or creeping out your customers — positioning your brand to thrive in the cookieless revolution.


Please login with linkedin to comment

Adobe Cookies first party data

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]