Get ready for your cookieless future.
The end of the third-party tracking cookie will be a major event for marketers, who will have to learn new ways of working. But you shouldn’t feel despondent. This change brings an opportunity to understand your customers better, and to deliver relevant content in a way that doesn’t infringe on privacy.
Marketing will still be a data-driven business. Businesses that thrive will be those best able to capture and use zero-party data. And we will have to increasingly think of our marketing efforts within the context of the customer lifecycle. This means sustaining — not just making — relationships and always trying to understand the customer better.
"In a cookieless world, marketers will need a thoughtful way to compel customers to go from unknown to know quicker — via proactive consent,” notes Ok. “Customer Identity becomes central to solving this challenge, as registration and login offer a natural location and opportunity to make this change.”
A CIAM platform can help you make the connection between your customers' account details and the anonymous activity gathered by your analytics tools, in turn helping you identify trends and marketing opportunities. Your UX goals will become more attainable, making it easier to acquire more customers and, thus, collect valuable new marketing data. And it can protect your business and its customers from the myriad of online identity threats.
The future will require organizations to focus on UX, security, and data management and collection. Okta’s Customer Identity Cloud is designed to meet these needs. Endlessly extensible, with advanced UX and security features built in, it can help you adapt to these changing times. To learn more, click here. ◆
These materials and any recommendations within are not legal, privacy, security, compliance, or business advice. These materials are intended for general informational purposes only and may not reflect the most current security, privacy, and legal developments nor all relevant issues. You are responsible for obtaining legal, security, privacy, compliance, or business advice from your own lawyer or other professional advisor and should not rely on the recommendations herein. Okta is not liable to you for any loss or damages that may result from your implementation of any recommendations in these materials. Okta makes no representations, warranties, or other assurances regarding the content of these materials. Information regarding Okta's contractual assurances to its customers can be found at okta.com/agreements.
