Digital marketing is a new-age revolution in marketing. It expanded the global reach of customers for businesses overcoming location barriers. We have AI in digital marketing, facilitating marketers to embrace AI tools.
Cookies are a great way of marketing and advertising. For a long time, marketers relied on third-party cookies to target customers. Third-party cookies made collecting customer data and creating personalized advertising campaigns easier.
Third-party cookies raised security concerns about consumers’ data. Cookies are on the way to getting extinct. Google has made it clear that it will ban all third-party cookies in Chrome by the end of 2024. This became a hard blow for many digital marketers.
The dynamic nature of digital marketing is not new; however, cookiless digital marketing poses a lot of challenges in the online landscape.
Many digital marketers began hunting new techniques to reach potential customers that would yield them the same business revenue. That’s how AI in digital marketing rescued marketers to be hopeful in their marketing careers.
Artificial Intelligence Marketing is preparing businesses to build innovative strategies for a cookieless future. But why do cookies have a prominent role in digital marketing? Let’s discuss this below.
What are Cookies?
Cookies are recorded code bits when you visit any website. It saves valuable information such as page clicks, pages visited, and customers’ personal information. Cookies are mainly designed to target users and personalize the customer experience.
First-Party Cookies
These cookies collect user information from the websites consumers are visiting. The data saved by cookies is consented information by the user.
The information saved includes username, location, gender, shopping preferences, and credit card/debit card number.
The data provided by these cookies is the most preferred by business professionals as it is willingly provided by the users.
Third-Party Cookies
These cookies follow a user by monitoring their online activity. The information collected could be from websites other than those you are visiting.
Your search activity and purchase history from various e-commerce sites enable digital marketers to assess online shopping behavior and customer demographics.
How Can We Overcome a Cookieless World With AI Marketing?
Third-party cookies are seen as a threat to consumers’ data privacy. MAANG companies such as Google and Apple are withdrawing their support soon. Nowadays, consumers prefer content-oriented advertising and brands that do not violate privacy.
Contextual Targeting is an excellent strategy that advertising agencies employ to remove third-party cookies dependency.
Contextual Targeting Using AI
AI in digital marketing has made its impact through Contextual Advertising. Contextual Targeting is seen as a safe and fruitful option for cookieless targeting.
According to marketing experts, the contextual advertising market is expected to reach $376.2 billion by 2027.
Contextual targeting is done by modifying advertising campaigns based on visitors’ website content. Here AI is utilized to analyze the content and context of the website to place advertisements relevant to the website’s content.
Contextual advertising helps brands understand the type of content users are interested in and create suitable ads.
Contextual targeting is achieved by analyzing websites’ written, video, audio, and image content. The main advantage here is that advertising doesn’t require users’ personal information and drives more relevant content.
How to Start Digital Marketing Using AI?
AI in digital marketing is a worthy alternative to cookies. AI can run intelligent marketing campaigns and also find trends. Digital marketing techniques using AI use artificial intelligence and deep learning algorithms to create personalized campaigns.
The potential of AI in digital marketing is still being explored, and some AI-powered methods are still in developmental stages.
Artificial Intelligence Marketing will benefit businesses in numerous ways and successfully combat the challenge of a cookieless world.
Learning AI will undoubtedly strengthen and safeguard your career in the long run.