Why CRM is becoming so important [Anzeige]

The outcry for a change is great: many consumers want to protect their privacy. This should finally be possible with the final end of third-party cookies in 2024. But what exactly does that mean for companies?

With third-party cookies it has so far been possible to place personalized advertising or to provide consumers with individual offers. These types of cookies do not come from the website or the company itself, but always from other providers such as Google or Facebook.

When consumers visit a website on which the scripts of these providers are running, cookies are set. Consumers then receive personalized advertising, for example in the form of Google Ads.

If that goes away, companies will have to look for other ways to collect data from their users. Because one thing is clear: Individuality and thus personalization will continue to play a major role in the fight for third-party cookies even after the end of their existence satisfaction of customer needs.

First party cookies as an alternative to third party cookies?

In contrast to third-party cookies, first-party cookies are set directly by the website operator. However, this is not easy to do either. Since the GDPR, it has been necessary for website visitors to actively give their consent. If this is not the case, the website must not set any cookies.

Basically, it makes sense for companies to look for alternatives to third-party cookies. The following applies here: The earlier the company starts with a strategy that is suitable for them (at best before the end of third-party cookies), the easier it will be.

For example, a separate lead generation strategy with downstream CRM communication is suitable for many companies. in the Customer Relationship Management All data from different campaigns – whether from your own website or from external campaigns – are then collected and addressed individually in order to convert them to customers. The most effective way to get user data is subscriptions, preferences and registrations for the website and special customer topics.

Companies can justify this to users with clear arguments, such as a sign-up bonus, a discount, special features such as no shipping costs, saved purchase history, or special, tailored content and recommendations.

Basically, the following applies: the more possibilities websites and companies use to collect data from their customers, the better and more effective it is.

How do I get started with my CRM?

Every beginning is difficult, including with your own database and a CRM. The award-winning experts of the digital agency Nayoki support you in defining and implementing the right strategy for your company and your goals. Companies and website operators receive an all-round package not only to collect data, but also to retain customers in the long term through a personal relationship.

If companies are no longer able to track interests through third-party cookies by 2024 at the latest, other steps will be necessary. One option is to sign up for a newsletter. Nayoki offers technical and strategic solutions to generate potential new customers and to address them in a personalized and automated way.

Nayoki is your contact person for all steps. From the tool selection and connection with all the necessary interfaces, to strategy and conception, creative work, templates, routes to targeted campaigns.

Take the opportunity now to build up your own database before third-party cookies are eliminated. Nayoki will help you Implement CRM in your company and will support you throughout the process.

Find out more here