Cookies are not slated to disappear until 2023, but marketers are already feeling the loss, judging by Cookieless World: The Shifting MarTech Landscape, a study by Loyalty Research and RepData.
Of those polled, 84% have suffered a high or medium impact to their email marketing due to cookie depreciation, 49% describing theirs as high and 35% as medium. And 16% have reported a low impact.
In contrast, 67% have seen their social media use affected to a high degree, and 28% to a medium extent. Moreover, 54% brands have experienced a high impact in paid search, 42% medium and 5% low.
One respondent says, “I think email will probably be fine because they’ve already bridged the gap with the technology. You have providers that have been working on this for years and it’s a known universe.”
The impact has been greatest later in the funnel: 44% cite the purchase/conversion stage, and 38% loyalty/retention.
Meanwhile, 70% plan to increase their budget allocation for email, 27% significantly so. However, 83% expect to up their social media marketing spend, 30% by significant margins, and
The average marketer uses six channels, the most popular being:
There is a disparity between B2B and B2C email use: 62% of B2B marketers use it , versus 51% of B2C.
Marketers utilize seven of the following technology systems:
At the same time, brands are shifting their technology stakc to accommodate identification challenges:
Their biggest challenges are:
Loyalty Research and RepData surveyed 175. marketing leaders in 15 vertical industries.