The Implications For Marketers Of Google's New Cookieless Data Policy

UK, 26th August 2021- Google's decision to stop using third party cookies means companies won't be acquiring personalised customer data to the same extent, compelling marketers to restructure their business strategy.

GetApp’s most recent survey of 150 marketing experts has revealed their perspective on Google’s decision to stop utilising third party cookies. Whilst 35% of the respondents predicted a positive change, 20% claimed that it would have a negative effect on business.

41% believed their biggest challenge would be their inability to track the right data, followed by less accuracy in personalised advertising at 15%. New budget allocation was also a cause for concern (at 10%).

Furthermore, 61% of marketers anticipated a big change in their marketing spend, with 44% predicting an increase in expenditure of 5% -25% in order to reach the same targets as 2021.

Although some understood that Google's new policy will require a change in strategy, the study revealed a lack of clarity among marketers, as over half (51%) still don’t know if and what software they will need to invest in to collect data once the policy change comes into place

However, of those that had a strategy in place, 23% were planning on investing in email marketing software to acquire data, 17% in analytics and 5% in CRM software. When google phases out third party cookies, organisations will have to rely on first party data to access the most information from their users. This can be obtained from: websites, email, social media, surveys and CRM software.

Gartner’s Senior director analyst Eric Schmitt states that “In any post-cookie scenario, marketers should expect substantial and sustained disruption to digital advertising to last through the first half of 2023, or longer.”

Sonia Navarrete, content analyst at GetApp UK, comments:

With Google’s new cookie data policy, marketers need to be aware of the changes it will bring, how it will affect them and what strategies they must evolve to acquire and make better use of their first party data, as this will soon be their only principle form of data collection. Many marketers claim to not feel ready or prepared for the demise of third party data. However, this provides an opportunity for the development of first party data, with the help of software such as CRM, email marketing or analytics taking centre stage.

Study Methodology

Data for the GetApp Cookieless Data UK Survey 2021 was collected in August 2021 in which 150 UK respondents were surveyed. The respondents needed to fit within our criteria of being over 18, full or part-time employees and with a field of expertise in marketing.

Media contact

Carmina Solano Davis
UK Marketing Specialist at
carmina.solano@gartner.com

Gartner Digital Markets
Hexagon Building, Carrer d'Àlaba, 121, 08018 Barcelona, Spain

GetApp is the recommendation engine small businesses need to make the right software choice. GetApp enables SMEs to achieve their mission by delivering the tailored, data-driven recommendations and insights needed to make informed software purchasing decisions. For more information, visit www.getapp.co.uk.

This release was published on openPR.