Google phases out third-party cookies and privacy regulations tighten globally. What is happening in the digital marketing world, and will we survive? Yes, of course.

While many marketers scramble for alternatives, two channels remain unaffected by these changes: email and text messaging.

These direct communication methods don’t rely on cookies to track user behavior, making them immune to the coming “cookiepocalypse” while still delivering impressive ROI and personalization capabilities.

Don’t wait until cookies crumble completely to strengthen your marketing strategy. Smart businesses are already shifting budget and focus to these cookie-proof channels. Before Google pulls the plug, create sustainable marketing assets that connect directly with your audience regardless of browser privacy changes or tracking limitations.

BOOST EMAIL CONVERSIONS

Understanding the Cookieless Future

Google Chrome, which holds over 66% of the global browser market share, has been at the forefront of this change. Initially planned for 2022, the timeline for cookie deprecation has seen multiple delays and adjustments.

As of March 24, 2025, here’s where we stand:

• Google began restricting third-party cookies for 1% of Chrome users on January 4, 2024.
• The company had planned to ramp up cookie deprecation throughout 2024, aiming for 100% of Chrome users by the end of that year.
• However, in a surprising turn of events in July 2024, Google made a significant shift in its approach. Instead of completely phasing out third-party cookies, they introduced a new Chrome experience allowing users to customize choices about their web browsing.

This change in strategy came as a result of increased regulatory scrutiny, particularly from the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO). That’s not to mention other complex business factors and industry feedback.

Google now focuses on giving users more control over their privacy settings rather than implementing a blanket removal of third-party cookies.

Google’s plans may have evolved, but the push towards a more privacy-centric web continues. Other major browsers like Firefox and Safari have already implemented restrictions on third-party cookies.

Additionally, privacy regulations such as GDPR and CCPA are driving changes in how businesses collect and use consumer data.

The cookieless future still approaches, albeit at a slower rate.

BOOST EMAIL MARKETING CONVERSIONS

The Power of Direct Message Marketing

Email and SMS are more than old-school methods hanging on by a thread. They’re powerhouses that pack a serious punch.

First up, email marketing. Email is a reliable friend who always shows up, rain or shine. With an average ROI of $42 for every dollar spent, it’s practically printing money. Through email, you can add images, videos, and links to really make your message pop and cater to whoever receives it.

Now, let’s chat about SMS marketing. If email is your reliable friend, SMS is the friend who always knows the latest gossip before anyone else. It’s fast, it’s personal, and boy, does it get results. We’re talking a 98% open rate here, folks. 95% of those texts are read within just three minutes. SMS is a direct line to your customers’ pockets.

When you combine email and SMS, you’re doubling the. Use emails for your in-depth content and SMS for those can’t-miss, time-sensitive offers. Who says you can’t have your cake and eat it too?

Expected Results

Let’s talk about engagement. SMS campaigns are hitting click-through rates between 19% and 36%. Compare that to the average email click-through rate, and you’ll see why marketers are doing a happy dance.

The best part? Both these channels are all about consent. Your audience has literally asked to hear from you. That means you’re not shouting into the void, you’re having a conversation with people who actually want to listen.

So, whether you’re a small business owner or a marketing pro, it’s time to give email and SMS marketing the attention they deserve. Trust me, your future self will thank you for jumping on this bandwagon.

BUMP YOUR BOTTOM LINE WITH EMAIL AND SMS

Building Your First-Party Data Strategy

Let’s dive into the nitty-gritty of building a killer first-party data strategy. Trust me, it’s not as daunting as it sounds, and the payoff is huge.

First things first, you need to define your goals. Are you trying to understand your customers better? Targeting a niche subgroup? Getting rid of some holiday stock? Whatever it is, get crystal clear on what you want to achieve.

Now, let’s talk about collecting that sweet, sweet data. Here are some tried-and-true methods:

1. Website and app interactions: Use tools like Google Analytics to track how users behave on your digital properties.
2. Account creation and logins: When users sign up or log in, you’re striking gold. Ask for key info, but don’t go overboard – nobody likes a nosy form.
3. Surveys and feedback: Want to know what your customers think? Just ask! Tools like SurveyMonkey can help you gather invaluable insights.
4. Email and loyalty programs: These are goldmines for understanding customer preferences and behaviors.
5. Transactions and CRM data: Every purchase tells a story. Use this data to understand buying patterns and customer value.

Transparency is important today. Always be upfront about what data you’re collecting and how you’ll use it.

Once you’ve got your data, it’s time to put it to work. Segment your audience based on their behaviors and preferences. This allows you to create hyper-targeted marketing campaigns that speak directly to each group’s needs and wants.

Finally, don’t forget to measure your success. Set up clear metrics and regularly check in on your progress. And hey, don’t be afraid to pivot if something’s not working. The beauty of first-party data is that it gives you real-time insights into what your customers want.

SECURE YOUR CUSTOMER DATA

Complementary Cookie-Free Marketing Strategies

Let’s explore some complementary strategies that’ll give your marketing efforts an extra boost.

Contextual Advertising

Contextual advertising is making a big comeback, and for good reason. Instead of tracking users across the web, it focuses on the content they’re currently viewing. Here’s why it’s so effective:

• Relevance: Ads are matched to the page’s topic, making them feel less intrusive and more helpful to users.
• Privacy-friendly: No personal data required, aligning with growing consumer privacy demands.
• Enhanced user experience: By serving ads related to what users are already interested in, you’re more likely to capture their attention.

For example, if someone’s reading about new sneakers, they might see ads for athletic gear. Makes sense, right?

People-Based Targeting

As we shift away from device-specific cookies, people-based targeting is gaining traction. This approach connects ads to unique user identifiers rather than devices, allowing for more consistent messaging across platforms. Here’s why it matters:

• Cross-device continuity: Reach users seamlessly as they switch between smartphones, tablets, and computers.
• Improved ad efficiency: Avoid wasting budget on retargeting users who’ve already converted on another device.
• Real-time engagement: Leverage behavioral data to connect with users at the right moment, regardless of where they are.

Leveraging First-Party Data

Your own data is gold in the cookieless world. Here are some ways to make the most of it:

1. Website interactions: Analyze browsing patterns, buying habits, and engagement levels to inform your marketing strategies.
2. Loyalty programs: Offer rewards in exchange for valuable customer data and preferences.
3. Email campaigns: Use newsletter signups to gather contact information and track interaction data.

The idea is to offer value in exchange for data. Whether it’s exclusive content, personalized experiences, or special offers, make it worth their while to share information with you.

By combining these strategies with your email and text messaging efforts, you’ll create a robust, privacy-friendly marketing approach that’s built to thrive in the cookieless future.

PREP YOUR BUSINESS FOR THE FUTURE