Definition: What is digital marketing?
As the name suggests, this form of marketing focuses predominantly on digital communication. This includes web-based advertising, email marketing, newsletter marketing, and text and multimedia messaging. In simple terms, the term refers to marketing campaigns that take place via digital communication channels. There are some special features here compared to traditional marketing measures:
- Unlike inbound marketing, digital media marketing is not a holistic concept. Instead of focusing on the overall goal, the focus here is primarily on lead generation.
- Digital marketing works equally well for B2B and B2C. However, best practices differ for both processes. Accordingly, it is necessary to align the individual digital marketing plan to the respective application area.
- Digital marketing can look very different. Whether it is emotion-based or fact-based, the easiest way here is to work with a professional digital marketing agency.
Digital marketing without cookies?
Just as web design and web development are constantly evolving, digital marketing is also subject to constant change. This is reflected not least in the fact that digital marketing tools are also constantly evolving.
The so-called cookies have played an important role in online and performance marketing for a long time. These small text files in the user’s browser history are an important tool for improving the user experience and linking to previous website visits. Those who want to do without cookies in digital marketing in the B2B sector should therefore consider an alternative. In this case, a digital marketing agency can provide support in adapting the digital marketing strategy.
1. contextual targeting
Contextual targeting is one of the most forward-looking digital marketing trends. This method helps companies to identify the target group based on specific keywords. At the same time, users with similar interests, characteristics, or search queries can be determined in this way. It is therefore a customer-centric approach. Taking this view requires market knowledge and practice at the same time. Therefore, it is best to work out a suitable strategy together with a digital marketing agency.
Good to know: Contextual targeting also dispenses with third-party cookies. The personal identification of the user is also omitted. This makes the strategy the most promising alternative to classic cookies.
2. use data from third-party providers
Instead of relying on cookies, companies can also rely on third-party providers. This means they no longer have to rely on first-hand data for measurement and analysis.
Instead, it is possible, for example, to obtain the desired information via so-called login alliances. Here, for example, users deposit their registration data and can then access the respective service. At the same time, users agree to their behavior being tracked throughout the entire customer journey and analyzed later. This approach is highly efficient, regardless of the type of advertising purpose. For this reason, major online giants such as Google, Amazon, and Facebook already rely on this approach. The advantage of this method is that it takes into account the currently noticeable data protection concerns and allows users to decide for themselves, so to speak, what happens with their data.
3. combine digital marketing tools cleverly
Companies that want to develop a marketing strategy for long-term success are best off using a combination of different techniques. The use of different approaches such as first-party data, industry IDs, or contextual targeting is considered particularly promising.
Advertising IDs in particular are among the central elements when it comes to advancing digital marketing in e-commerce. They help companies track mobile interactions that occur online. Cohort analysis, in turn, makes it possible to segment interest groups and address them in a targeted and personalized manner.
Important: Digital marketing without cookies works in the same way as traditional online marketing. However, it is initially more difficult to collect all relevant KPIs. This is because companies have to find a new way to obtain the relevant data at this point. For optimal results, it pays to seek professional support.
Conclusion: Digital marketing also works without cookies
Whether as social media marketing or classic online marketing: digital marketing requires a high degree of sensitivity. Yet digital marketing can also be used purposefully and profitably without the use of cookies. It doesn’t matter whether companies opt exclusively for one approach or combine different techniques. What is more important is to define in advance which data is relevant for subsequent optimization and adaptation. Based on these predefined KPIs, it is then possible to implement digital marketing that is as good as it is well thought out. To master this challenge, it is advisable to cooperate with a professional agency – such as ONELINE.
As an agency for digital marketing, we are the ideal contact when it comes to various forms of marketing. This includes classic content marketing as well as SEO and specialized influencer marketing. We would be happy to support you in successfully implementing your marketing strategy!
