While nearly 4 in 5 marketers (79%) still rely heavily on third-party cookies in their marketing efforts, many firms have been moving away from the information-gathering tool, even before Google’s announcement. That’s because data privacy concerns are not new.
MarketPro, a CMO executive search firm, says top firms have other, more effective ways in place to gather information about their potential customers. One such strategy is to include “zero-party data”—or data provided by consumers—into the marketing strategy. This approach can help you build trust with consumers because they know what information you have, but it can also demonstrate your transparency. It can also help you better target your customers because the quality of the data is better.