How the Google's Upcoming Privacy Settings Will Affect Digital Marketing
Reviews on a store's website, price comparison platforms, or online forums are as important to e-commerce, as the visualization of advertisements. Nowadays, consumers are increasingly paying attention to the opinions of other buyers, the recognition of the manufacturer and supplier. Perhaps these are the main factors affecting the credibility of an online store. Although it would be fair to say that in recent years, the list of tools for a good marketer has changed a lot. Let's take a closer look at this.
Automated Platforms for Marketing — How Does
it Work?
The profit of many
companies depends on how well the promo is thought out. Although creating a
colorful video is the first step of any marketing strategy. After all, without
the correct targeting, it is unlikely to be effective. This means that the
owners of large companies are increasingly not able to do without developers
who could use artificial intelligence to automate processes. But how does the
system filter the audience and how acceptable are these methods? Let's get into the details.
SEO
Algorithms and its Updating
From advertising on
Google Ads to product descriptions in an online store, brands need to stand out.
This is the main challenge for companies that supply products to global
markets. Business owners will be able to improve sales with high-quality
product photos or a good video describing every detail of the product. It is
also worth focusing on privacy policy. This is because consumers are
increasingly inclined to choose sites that use generally accepted encryption
algorithms and strictly adhere to the principles of data processing. Over the
past few years, Google and other search engines have been actively implementing
updates to their search ranking algorithms. This could not but affect digital
marketing. The most significant was the following:
- Constant updates to the underlying algorithms that occur every few
months to improve the performance of the Google system and provide
Internet users with the best content.
- A Google Medic update that has an impact on the organic ranking of
health and fitness sites.
- RankBrain, powered by artificial intelligence (AI) used to process search queries to provide the best possible search results.
- A Panda was developed to reduce the spread of substandard content on search engines.
- Pigeon, which is used to improve local search capabilities including Google location options and distance rankings.
About
Cookies
In the mid-90s, when
the Internet was actively developing, the term "privacy" was not
used. Back then, people were still buying goods from brick-and-mortar stores
rather than ordering online. This also applies to taxi services, food delivery
from restaurants, etc. The developers of Internet Explorer did not feel
obligated to inform anyone about creating copies of files stored in the
browser. The same goes for other teams that are actively introducing the
Internet into a variety of industries. This is because people weren't trying to
track the browsing history of users, they just wanted to improve the networks.
It soon became clear
that such methods are used not only by Microsoft. This caused a resonance in
society, especially with regard to e-commerce. Today such an industry has
become global and it is hardly possible to hide any flaws in the algorithms.
So, it has to be improved. We're talking about filters that developers and
marketers use.
The gradual
restriction on the use of cookies is undoubtedly a revolution in virtual
privacy. Today, users are increasingly inclined to choose modes that turn off
the monitoring of browser activity. This has already been implemented alongside
Safari's Smart Prevention Monitoring System (ITP). The same will apply to other
browsers in 2022. Does this mean that the virtual advertising industry is under
pressure? This is definitely true, although experts will always find an
alternative.
Federated
Cohort Studying
Do you want to
optimize SEO processes and prepare your online campaigns for the future with
agile SEO strategies? If so, you should try alternative Cookies tools. We're
talking about FLoC. It is an algorithm for processing data that allows
developers to distinguish groups of users. Marketers will no longer need a
shopper, as is the case with cookies. Alternatively, they can use groups with
specific characteristics. According to Google, its effectiveness is 95%
compared to other ads. Very promising, but still not fully tested.
Browser
Fingerprinting and its Perspectives
Nowadays advertisers
are actively using Browser Fingerprinting technology. Such a method is based on
the processing of the following data: browser version, plugins used, and
others. New technology will make it easier for marketers in terms of
restricting the use of cookies. Of course, it has nothing to do with activity
tracking. AI-based systems receive information about the equipment: screen
aspect ratio, picture size and orientation, device model, and OS version. Any
analytics can be obtained indirectly.
Browser Fingerprinting is next-generation
technology. Such monitoring one way or another allows marketers to distinguish
specific devices from others. When all such data is combined, it turns out that
base allows the developers to create an effective marketing campaign. It’s
fairly good identification of the users, no matter how many cookies they block.
E-Commerce
& Visual Communication
First impressions are
also important for all communication channels, so trends in visual and graphic
design can influence brand preference. This is another alternative for
marketers. Interaction with the consumer that goes beyond just clicking on
static links redirecting to other web pages is more and more relevant every
year. This is because consumers are more and more interested in additional
reality and cryptocurrency projects, such as ICOholder. The
future of marketing is in some way connected with innovation.
The closure of
brick-and-mortar stores has deprived consumers of the opportunity to have a
personalized shopping experience. People can no longer touch, smell, or test a
product before they place an order. So, marketers try to visualize this
experience in every possible way. We're talking about the introduction of
visual and augmented reality. If the content hasn't been visually tweaked, and
users haven't found comprehensive product information on the landing page, many
of them abandon their order.
Catchy shop windows,
the scent of luxurious perfumes, or freshly brewed coffee will all be felt in
the delivery field. Such is the reality of marketing in the 21st century. When
shopping online, people had to rely solely on reviews from other customers.
Photos, videos, and content on websites and data provided by the brand are also
important. This also applies to promotional materials, which will still be
shown to targeted audiences.
Conclusion
Data is essential to
the effectiveness of digital marketing strategies. Without this, analytics
becomes difficult and almost impossible. This is why disabling third-party
cookies have caused so much concern among marketers. Google's concern to
improve the privacy of web users has been critical. So most strategies will
need to be adapted to new techniques. This rule could soon revolutionize the
way we do digital marketing. Therefore, business owners should adapt their
strategies by 2022.
The privacy sandbox is
a Google initiative to restrict access to personal data, but it still allows
segmentation in digital marketing. In addition to cookies, there are other data
collection methods that people can use. Developers will inevitably find an
alternative that would suit both consumers and store owners. In addition, each
of the social networks supports direct and group messaging, and of course,
there are many specialized applications such as WhatsApp, Messenger, and
Snapchat.
Author Bio
Veronica Cassidy is a
freelance writer. It combines the ability to create unique posts for the
preferences of any reader. Veronica is one of the best specialists in her
field, always looking for new ways to create interesting content.
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