A Cookieless World is Coming

Have you been hearing about the cookie craze? No, we’re not talking about your grandmas world famous recipe, we’re talking about how it will become more and more difficult to track people who visit your website and see their actions.

Twilio just launched a paper on the transition to a cookieless world referring to 3rd party tracking platforms being able to retarget or reshow ads to people who visited your site. In 2023 this will go away and you will no longer, or have very limited tools to help, track these people coming to your site.

There has been a growing need for for 1st party data platforms to come in and help retailers leverage their own data in the advertising experience. Here at Omni Digital Group, we have developed a platform called Omni Lightning. Our platforms acts as a bridge from your POS system inside your retail store and then allows you to send that data to different places. For us, we help our clients use their data to get back in front of people on Facebook, Instagram, email and SMS marketing.

I would challenge you as a retailer to start thinking about your 1st party data and how you can leverage your POS data to grow.

What are you doing with all that purchase history, customer data, customer emails, customer order value, etc? Here at Omni, we help you take all this data and make better decisions. Whether that be an automated email after 90 days of someone being in your store to remind them to return or a VIP only SMS discount you want texted to stop spenders, we can help you segment your audience to help your business grow. Or, what about targeting people who have shopped before with a Facebook ad on that products category for a new release? The possibilities are endless but the big thing to know is this. Using 1st party data is the way to gain an advantage over your competitors.

Source - https://www.twilio.com/state-of-customer-engagement/trend-3