Data Collection and Customer Targeting in 2024

Everything You Need to Know About Data Collection and Customer Targeting in 2024

In 2024, the landscape of collecting data and targeting customers online is set to undergo significant changes. But fear not – we are here to help.

In this blog, we’ll explore the emerging trends in digital marketing, data collection and customer targeting, and offer a few insights into how businesses can adapt and thrive in 2024.

What’s changing? 

As you can imagine, there are lots of things set to change in the digital marketing sphere in 2024 but we’ve compiled our top three:

1. The removal of third-party cookies

The removal of third-party cookies, scheduled for Q3 this year, is a shift that significantly impacts how businesses track and target users across websites. Third-party cookies have long been the backbone of online advertising, providing valuable insights into user behaviour. With their impending demise, businesses must rethink their strategies to adapt to a cookie-less world. Read on to find out how you can adapt. 

2. Apple’s App Tracking Transparency (ATT) policy

Recent iOS updates have introduced enhanced privacy features, restricting the ability of apps to track user activities without explicit consent. Apple’s App Tracking Transparency (ATT) policy empowers users to control whether their data is shared with third parties for targeted advertising.

This heightened focus on user privacy emphasises the need for businesses to reassess their advertising methods and find innovative solutions that respect user preferences while still delivering meaningful and personalised experiences. These changes underscore the urgency for businesses to adopt privacy-centric practices and explore alternative tracking mechanisms that align with evolving regulations and consumer expectations.

3. Growing Privacy Concerns

The growing emphasis on privacy reflects a broader societal shift towards recognising the importance of personal data protection. Heightened awareness and concern about privacy have prompted consumers to demand more transparency and control over how their data is collected, used, and shared. High-profile data breaches and scandals have contributed to a general unease among users, prompting regulatory bodies to enact stringent privacy laws. Expect to see more of this in 2024! 

How to adapt your marketing and data capture strategy? 

Although raising privacy concerns, customer tracking and data privacy are a challenge for marketers – it’s not all doom and gloom. Let’s delve into strategies that businesses can employ to thrive in 2024 and beyond.

Invest in First-Party Data and Server-to-Server Integration

Prioritise the collection of first-party data by encouraging users to share information willingly. Simultaneously, explore server-to-server tracking solutions like Meta’s Conversion API to maintain accurate and secure data transfer. This integration ensures that businesses can continue to understand user behaviour without compromising privacy.

Enhance Transparency and Communication

Open and honest communication about data practices is key. Clearly explain to users why their data is collected, how it will be used, and how it benefits them. Transparency not only builds trust but also aligns with the growing demand for ethical and responsible data handling.

Explore Alternative Tracking and Targeting Technologies

Businesses can embrace new technologies that respect user privacy while still providing valuable insights. Contextual targeting, AI-driven personalisation, and innovative tracking solutions can offer effective alternatives to traditional cookie-based tracking.

Diversify Marketing Channels

Relying solely on cookies for tracking may become less effective, making it essential for businesses to diversify their marketing channels. Explore strategies like social media engagement, email marketing, and brand collaborations to maintain a comprehensive understanding of your audience.

By investing in first-part data, enhancing transparency and communication, exploring alternative tracking and targeting technologies and diversifying marketing channels businesses can thrive in the new era of Digital Marketing. Let’s welcome these changes and turn them into opportunities for growth and innovation.

Need help with your Digital Marketing strategy? Get in touch today and future-proof your business.


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