Marketing strategy

Effects of the loss of cookies on the company’s marketing strategy

According to a recent study by Loyalty Research and Rep Data.

The report was based on data from a survey of 175 marketing executives from Fortune 500 companies.

Most respondents say the move away from cookies and other identifiers by companies like Apple has had a big impact on their social media marketing (67% say it has had a high impact), organic search (64%) and paid search marketing. (54%).

Due to the loss of cookies, most enterprise marketers plan to invest more budget over the next two years in social media marketing (83% plan to invest more), paid search ( 82%) and organic search (73%).

How the budget allocation will change with the loss of cookies

Marketers say strategic changes they are making in response to cookie loss include improving data quality (74% say they do), focusing on first-party data (72%), prioritizing market research (68%) and creating new distribution partnerships (68%).

Strategic changes marketers are making to prepare for the end of cookies

Enterprise marketers say they currently use cookies the most to capture and track website activity (93% use them).

Why do marketers use third-party cookies?

About research: The report was based on data from a survey of 175 marketing executives from Fortune 500 companies.