As we’ve jumped into 2021, the cookie conversation has heads spinning. Thankfully, all the warning signals have caused a sense of momentum toward something great that we have all been waiting for. It’s time we come out of our silos and truly center our organizations around the consumers and their needs.
We talk a lot in our media strategies about getting to the right people, with the right message, at the right time. To date, we have relied heavily on the cookie to help facilitate this. Unfortunately, the cookie was never really the right solution to this targeting challenge. It was an effective crutch, for sure, but it had its limitations. We believe that its removal will give us the push needed to take things to the next level, in order to best serve our consumer targets.
This isn’t just a media problem, however. In order to do this well, you will need input and partnership from across the organization, including IT, marketing communications and automation teams, your media, and creative team, to start. Teams will need to work together to identify the problems and the solutions your customers face, so that they can be addressed. This will create a cohesive brand experience, while developing and nurturing a more meaningful relationship with your consumers across all touchpoints.
If this sounds like a complete overhaul and a bit overwhelming, then you are probably right. But putting in the work up front will help identify consumer needs at each point in their journey, and how your brand can support them every step of the way. This requires a true understanding of your audience, the integration of meaningful data, timely triggers and automation across all touchpoints, and the commitment from all who are involved that this is our path forward.
Looking for a place to start? Here are my tips:
- Create your business case. Gather your allies across the organization, and identify key opportunities that will make buy-in (and funding) a no-brainer.
- Dust off, update, or create new customer journeys. A lot has changed with consumer needs and expectations, especially recently, so it is important that these align so you are actually solving the right problems.
- Audit your data inputs. Where is your data held? How is it organized? Do your various data inputs connect back to an individual consumer? Etc.
- Start to map out key trigger points, channel strategies, and messaging to move your consumers throughout their journey with your brand.
With this work, you will be solving big problems along the way, while also setting yourself up for success in the years to come. And don’t forget it will also solve part of that tiny pesky cookie problem that started this whole mess in the first place.