Google is planning to phase out cookies, and 41% of brands say this will leave them unable to track data.
They have no choice but to diversify their marketing tactics, according to 2023 Digital Marketing Trends, a study by Brandwatch.
For instance, 23% of marketers plan to invest more in email marketing software, the study reports.
Another option is to “exploit cutting-edge AI tools to predict how people will respond to your content without burning the budget tactics outside of digital advertising can help to fill the gap left by a lack of third-party cookies.”
Case in point: Lush, the cosmetics brand. Lush quit Facebook, Instagram, TikTok and Snapchat. “Instead, they’re encouraging their audience to spend time elsewhere, in order to gain more from their time on social,” the study says.
In addition, the company is “growing its YouTube presence, using Twitter for customer care, working on valuable email newsletters, and being inspirational on Pinterest.”
Brandwatch advises brands to do the following as cookies disappear: