Marketers must adapt to overcome the challenges of a cookieless marketing environment, according to a report by software company Capterra.
The report followed Google’s announcement that it will phase out third-party cookies this year, changing advertising and data-collection strategies for marketers.
Three quarters of marketers surveyed anticipated a need to increase marketing spend due to not being able to utilise cookies.
Redefining marketing strategies will be the biggest hurdle in a post-cookie environment, according to almost half of respondents in the survey.
To combat the change, marketers must look to invest in alternative advertising opportunities, such as influencer marketing.
Tracking the right data, relying more on first-party or zero-party data, and readjusting budgets are among the other challenges facing marketers, the report said.
Marketers must develop new means to collect data, the report said, adding that 51% of those surveyed said they are focusing on gathering more transparent and user-consented methods to gather meaningful data.
“By investing in alternative data collection methods, leveraging software, staying updated with privacy practices, and embracing personalised marketing strategies, businesses can overcome the challenges ahead,” the report added.
The report analysed data collected in a survey of 138 UK digital marketers in mid-senior roles.