[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Cookies are an endangered species.<\/b> New regulations on the collection and use of personal data are making it increasingly difficult for marketers to understand and predict the behaviour of their audience. <\/span><\/p>\n However, there are many solutions for navigating this new digital world without cookies. In this article, we present one of the most effective levers available to brands: <\/span>first-party data. <\/b><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Cookies are<\/span> information files stored in web browsers.<\/b> In practical terms, they enable us to track a user’s online behaviour and provide companies with a vast amount of information. They can then use this information to personalise their customer experience or optimise their online advertising. <\/span><\/p>\n More specifically, there are 4 types of cookies:<\/span><\/span><\/p>\n Cookies are therefore<\/span> a valuable source of information for brands<\/b> that want to analyse the behaviour of their potential customers and better understand consumer needs. They help to improve the purchasing process by providing relevant information at the right time. They can also be used to optimise online marketing campaigns <\/span>by segmenting the target audience<\/span><\/span><\/span><\/a>.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Users are increasingly<\/span> concerned about the protection of their personal data.<\/b> They are aware that they are being tracked online (particularly for<\/span> retargeting purposes<\/span><\/span><\/span><\/a>) and are demanding greater transparency when it comes to the collection and use of their data.<\/span> <\/p>\n According to a recent study by Pew Research,<\/span> 81% of Internet users<\/span><\/span><\/a> believe that collecting their data presents more risks than benefits.<\/span><\/p>\n In response to user dissatisfaction, browsers have begun to<\/span> delete third-party cookies.<\/b>. C\u2019est le cas de Google Chrome, mais aussi de Safari ou encore Firefox. Idem pour les applications mobiles, notamment depuis le lancement de l\u2019iOS 14, qui a introduit une protection plus radicale des donn\u00e9es de ses utilisateurs. <\/span><\/p>\n New regulatory frameworks have also been put in place to regulate or even<\/span> abolish the use of cookies altogether.<\/b> <\/p>\n <\/b><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n For brands, data protection poses a number of challenges. It is becoming <\/span>more difficult to collect data<\/a><\/span><\/span>,<\/b> and therefore to personalise content or even optimise advertising budgets.<\/span> <\/p>\n To get round these obstacles, companies are turning to<\/span> alternatives that no longer rely on third-party cookies<\/b>. This has several advantages:<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n With the arrival of the RGPD, not to mention the tightening grip of the GAFAs on the global advertising market, companies have begun<\/span> to refocus on<\/b> first-party<\/span><\/span><\/b><\/a> and zero-party data<\/span><\/span><\/a>.<\/b> <\/p>\n This first-party data corresponds to information collected directly by advertisers and medias. This includes, for example, declarative data that is shared voluntarily by users (when they fill in a form or sign up for a service\/subscription). Behavioral data collected on the advertiser’s website also falls into this category. <\/span><\/span><\/p>\n This data is therefore known as<\/span> \u2018proprietary\u2019 data<\/b>, as opposed to second or third-party data (collected and shared by third parties).<\/span> <\/p>\n When it comes to acquiring data, companies will be concentrating on their internal databases. But also on <\/span>new<\/b> advertising technology solutions<\/span><\/span><\/b><\/a> (particularly those powered by gamification).<\/span> <\/p>\n Thanks to first-party data, they can continue to collect data. But above all, they will have access to more precise and effective information, whether for email automation, the sending of web notifications or the creation of social media campaigns.<\/span> <\/span><\/p>\n By respecting consumer demands for transparency, brands increase the likelihood that<\/span> their audience will provide them with more information.<\/b> Their prospects and customers will have confidence in the way this data is used. For emailing, for example, first party data, shared voluntarily and demonstrating a genuine interest on the part of the user in the brand’s offer, will result in better open rates… It will therefore result in a better deliverability rate (i.e. fewer emails in the spam box). <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-5″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamification<\/span> (or playable marketing), the application of game mechanics to marketing campaigns, fits in perfectly<\/span> with<\/b> companies’ data collection<\/span><\/span><\/b><\/a> strategies.<\/b>s<\/strong>. Un contenu interactif et ludique est naturellement plus attrayant et engageant aupr\u00e8s des utilisateurs. Il est donc plus visible et g\u00e9n\u00e8re plus d\u2019interactions. <\/span><\/p>\n To take part in the game, and hope to win rewards, prospects will be more inclined to<\/span> fill in a form<\/b>. And therefore to share zero party data. But the game mechanics themselves can be effective levers for obtaining valuable information about your customers.<\/span> <\/p>\n\n
What are cookies and why are they so important in marketing?<\/strong><\/h2>\n
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Why are we heading for a world without cookies?<\/strong><\/h2>\n
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What data collection practices should be favoured?<\/strong><\/h2>\n
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First-party data: the best solution to the end of cookies?<\/strong><\/h2>\n
Gamification as a solution for collecting 1st party data<\/strong><\/h2>\n