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Targeted Digital Marketing: Did it come to an ending?

Targeted Digital Marketing: Did It Comes To An Ending?Targeted Digital Marketing: Did It Comes To An Ending?

Targeted digital marketing has been around for years now. It was first introduced back in the '90s, and it has evolved into a powerful tool for businesses across the globe, which has a crucial piece of technology known as third-party cookies.

But after the coming of Google announcement and Apple's iOS, the identities of third-party cookies had been lessened, and it could be a sign of targeted marketing ending.

What Is The Targeted Digital Marketing?

As the word implies, “targeted digital marketing” refers to a strategy that uses digital marketing to specifically target ads or other content to a set of target audiences based on specific demographics, psychographics and/or geographies.

Targeting is one of the most important aspects in any form of advertising because it allows you to place your message where people are looking for what they want. In this way targeted digital marketing can be more effective than traditional methods such as print media, radio commercials or television advertisements.

What is Targeted Marketing

Why Is Targeted Marketing So Important?

Targeted marketing can be your key to increasing sales. It involves breaking a target market into segments and then focusing your marketing efforts on each consumer segment consisting of the potential customers whose wants and needs most closely match your product offerings. It can be your key to attracting new business and increasing sales.

But what happens when a visitor comes back to your site after visiting another website? How can you tell whether the person came back because they were interested in your brand or because they saw something interesting on your competitor's site? This is where cookies come into play.

Marketers use cookies for segmenting their target group by age, activities, behavior, or else. Targeted marketing will match the right segment of audiences with their content. In marketing terms, we called this segment of audiences 'target audience'

What Is The Marketing Term For Cookies?

In the marketing term cookies are small text files stored on your computer when you visit websites, and used to store information about your preferences or other data such as your login details. The main purpose of cookies is to help website owners to provide a better experience for users. But now a day the data can be use by agencies to target audiences.

There is a crucial difference between cookies that are set by a website owner and those that are set by another website. Cookies that are set by a site owner are called "first party cookies" while cookies that are set by another site are called "third party cookies."

First party cookies

First party cookies are used by websites for monitoring activity on that particular website. These are generally used to help improve the customer experience, e.g., maintaining a shopping cart or remember settings such as a language choice when using the site. They are also used to gather data about how people use the site.

Third party cookies

Third party cookies allow tracking of behavior on other websites. This enables the creation of user profiles based on-site visits and other online behaviors. Those profiles effort marketing campaigns to reach their ideal customer. And it is the major key marketers use to focus on the right targets, even on the niche market.

Targeted Marketing Cookies

How Does Third Party Cookie Work?

Third party cookies work differently than regular cookies. They aren't placed directly onto your hard drive but instead are sent along with every page request made through your web browser. That means that even though you may have deleted all of your regular cookies, any third party cookies still remain on your device. The target audience from third party cookies data will be more accurate and have higher chance to create conversion.

The reason why these cookies exist is so that companies can track their visitors' behavior over time and make decisions based on that information. For example, let's say I'm browsing a clothing retailer's website while logged into my Facebook account. If I click "Like" on a particular article of clothing, the company knows that I've liked that item. In turn, they'll probably show me more ads related to similar items.

This kind of tracking helps retailers understand who their target audience is, allowing them to tailor their products accordingly. However, many people consider this type of advertising intrusive and annoying.

Cause Of Targeted Marketing Ending?

Cookies were originally designed to help website owners understand how visitors use their sites, but now it's considered private information. Made some companies made a new measurement for third party cookies. After the EU General Data Protection Regulation requires consent for storing personal information, many leading tech companies decided to ban third party cookies. For the examples:

Google's March 2021 Announcement

  • Google will ban third party cookie usage after 2022.
  • Google will not sell information to third parties.
  • Google will only collect your information if you give permission.

Read Google’s full announcement here.

Apple iOS 15 Update

  • Apple will start hiding IP addresses in Safari
  • Apple release the Apple Mail app senders will prevent form gathered user online activities and location data.

See all Apple ios 15 update log here.

Just only Apple’s and Google’s announcement critically affect digital advertising industry. This mean marketers can't track their target audience any more and the targeting will be less accurate and more expensive. Most of marketing companies or agencies has to be reshaped and looking for substitute data sources for targeted marketing.

Digital Marketing Problem

What Will Happened To Targeted Digital Marketing?

Using only first party data tracking

The marketers collect their own first-part data about their audience, such as the kind of content they're interested in, the types of topics, and possibly survey responses. Brands also collect their own first party data about their customers' shopping habits. If a marketer and a brand have the same piece of data about a particular user—for example, they both know their phone number or email address—they can team up and match the customer's spending habits on the brand's website to their reading habits on a publisher's website. This kind of partnership requires direct deals between brands and publications, who have to set up complicated technical systems that make this kind of targeting work without revealing the brand's data to the marketer or marketer's data to the brand.

Looking for new direction of marketing.

The new direction of leading tech companies to third party cookies services pushes marketing agencies to the wall. The agency is now unable to rely on their targeted marketing strategies anymore. To get the same amount of impression, Marketing companies must become more creative or focus on more viral marketing. This change will heat the creative market up. Agencies will need more attractive marketing campaigns and more innovative marketing strategy taking them back to the ages of creative marketing.

What Is Creative Marketing?

Creative marketing is about creating awareness of your product or service. It is about getting people to notice you and your products and making sure that audiences are interested enough to buy what you sell by the content instead of just using the online ads and retargeting like targeted marketing.

The most common creative marketing strategies include social media marketing, email marketing, content marketing. search engine optimization (SEO), and influencer marketing. Giving your customer an end-to-end experience will make them more loyal to the brand.

Targeted Digital Marketing: Did It Comes To An Ending?

Frequently Asked Questions

Is third party cookie blocking legal?

Yes, third party cookie blocking is legal. However, some websites may use cookies to track users across multiple sites.

How to block third party cookie?

To prevent third party cookies from being set, simply click "settings" at the top right corner of your browser, then select "privacy." From there, you can choose which websites you want to allow to set cookies, and which ones you don't.

What will replace third-party cookies?

New technologies such as web sockets, local storage, and HTML5 Web Storage allow developers to use cookies without relying on third parties.

What is EU General Data Protection Regulation?

The European Union General Data Protection Regulation (GDPR) is a law designed to protect personal data. This regulation applies to any company that has customers in Europe. Companies must comply with the GDPR by May 2018.

Why Google banned third party cookies?

Google has recently announced that they will be banning third party cookies from January 1st, 2018. This means that all websites that use cookies must be able to work without them. The main reason for this change is to protect users from malicious sites that may try to steal information from other sites.

Why targeted digital marketing is popular?

Targeted digital marketing is popular because it allows businesses to reach specific groups of customers based on their interests and demographics. This is done through email marketing, which allows marketers to send messages to individuals who have opted into receiving them.

What is the content marketing?

Content marketing is basically a process of producing and publishing valuable content that helps drive traffic to your site. Content marketing is one of the most effective ways to promote your business and attract potential clients. In order to be successful with content marketing, you should create high quality content that is useful, interesting, and engaging.

Advicer For Your Creative Marketing

If you're preparing for this significant change but don't know where to start or what to do, our team at Sphere Agency is here to help. With an expert creative team and our all-around services will lead you to the top of online competition. Check out our Services and contact us today!

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By Guide on November 1, 2021


Sphere is a digital agency that helps brands create meaningful relationships with today’s highly-connected consumers. Based in Bangkok, Thailand, we offer end to end digital solutions built on strategy and driven by data.

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