We're about to be in a post-cookie world in 2023. Marketers must find new ways to reach and connect with their target audiences as third-party cookies are phased out. The good news is that there are still plenty of effective strategies for building brand awareness and driving conversions in a cookie-less world.
In this post, we'll discuss in-depth how your brand can adjust to a post-cookie world so you can continue to drive growth while giving customers the personalized experiences they crave.
Why is brand awareness important for ecommerce businesses today?
Brand awareness is the extent to which customers are familiar with your brand and recognize it when they come across it. It’s important for businesses because it helps you stand out from the competition, increases customer loyalty, and boosts conversions.
With the end of third-party cookies, ecommerce businesses need to have a comprehensive brand awareness strategy in place.
How do cookies affect brand awareness?
Cookies enable businesses to track and target consumers, build personalized experiences, generate more conversions and measure the success of campaigns. Without them, it will be harder for brands to reach audiences with relevant messages and measure their effectiveness.
How brands can prepare for a post-cookie world
As technology rapidly evolves and more devices join the adoption of cookie-blocking technologies, many brands are finding they need to plan when it comes to digital marketing. Companies must rethink how they reach and engage potential consumers without cookies to track user behavior.
More focus should be placed on developing strong relationships with customers and utilizing behavioral insights from third-party platforms to set up tailored campaigns for users based on their interests and engagement preferences.
Brands can also learn from first-party analysis, such as transactional data and feedback surveys to develop a deep understanding of their customers' needs. By planning for this post-cookie world, brands will have the competitive edge needed to remain engaged with their fans.
Optimize for First-Party Data
First-party data is the information you collect through your website, app, or CRM system. This data is incredibly valuable because it’s specific to your customers and their interactions with your brand.
To make the most of first-party data, make sure you have a robust data management platform (DMP) that can help you collect, clean, and organize your data so you can use it to inform your marketing efforts. Additionally, consider using a customer data platform (CDP) to help you unify all your customer data in one place for even deeper insights.
Invest in SEO
SEO should be a cornerstone of any brand awareness strategy because it helps ensure that your target audience can find you when searching for terms related to your business or industry. Make sure you understand both on-page and off-page SEO best practices so you can optimize your website accordingly. Additionally, don’t forget about local SEO if you want to ensure people in your area can find you when searching for businesses like yours.
Get Active on Social Media
Social media is a great way to connect with potential and current customers and build relationships with them over time. Make sure you’re active on the platforms where your target audience hangs out and that you’re posting high-quality content that will resonate with them. Also, don’t be afraid to experiment with paid social media advertising to reach an even larger audience.
Focus on the User Experience
In today’s digital world, people expect a seamless user experience from the brands they interact with online. Potential customers will likely take their business elsewhere if your website or app is difficult to navigate or navigate. To improve your user experience, start by Conducting user research to understand what people want and need from your website or app. Then, use those insights to inform the design and development of your site or app so you can create a smooth and enjoyable user experience.
Collaborate with Influencers
Influencer marketing is a powerful tool for raising brand awareness because it allows you to tap into an influencer’s existing audience of engaged followers. When done well, influencer marketing can help increase brand awareness, drive traffic to your website, generate leads, and boost sales conversions—all without breaking the bank.
How can businesses measure the effectiveness of brand awareness campaigns?
Measuring the success of branding efforts without cookies can be a challenge. Fortunately, there are still ways to track and measure your brand’s performance.
Start by measuring your website analytics to gauge how visitors interact with your content. This includes tracking page views, bounce rate, average time on site, and other metrics related to user engagement.
You should also pay attention to your social media performance and track metrics such as likes, shares, followers, and mentions.
Finally, create surveys or polls to gauge customer sentiment toward your brand. This will help you understand how customers perceive your brand and what needs improvement. Understanding these insights allows you to fine-tune your efforts to improve brand awareness.
By following these strategies and measuring your performance, you can create a strong brand identity in a post-cookie world.
The post-cookie world doesn’t have to be scary for marketers— there are still plenty of ways to effectively build brand awareness and drive conversions without relying on third-party cookies. By focusing on first-party data, investing in SEO, getting active on social media, focusing on user experience, and collaborating with influencers, you can stay ahead of the curve and keep your brand top-of-mind.
How Cross-Store Selling grows your Shopify store
Want to know the open secret to growing your Shopify store? It’s Cross-Store Selling. With Cross-Store Selling, your brand can sell products from other stores and vice versa.
Sell your products on other brands’ websites
With Carro, we have a directory of the biggest brands for you to partner with. This means they’ll sell and market your products to their customers. But if you can’t decide which brands are the best fit, we have a tailored recommendation service where we introduce you to brands so you can begin working together.
The best part is you don’t have to pay for products like you would with traditional wholesaling. This allows you to choose different SKUs to see what complements your existing product catalog.
"Take my word for it, if you install Carro, you are going to see what I’ve seen. Which is a dramatic increase to average order value, especially on orders that contain Carro products, which for us is over 80% increase to AOV."
Ryan Pamplin, Founder & CEO of Blendjet
Virtual inventory makes fulfillment easy
Brand partnerships are not like wholesaling. With Carro, you don’t have to buy products from your partners. Instead, orders are automatically sent to your partner brands so they can handle fulfillment themselves.
“Before we joined Carro, we had put our company on the market. We thought we needed capital to expand our traditional wholesaling. Now, we’re able to meet our goals without having any cash come out of pocket. We’re tripling and quadrupling the numbers of units that we move because we have access to so much more inventory.”
Amy Richardson-Golia, June & January
Find new bundling & upsell opportunities to increase AOV
Perhaps the most exciting reason to leverage Cross-Store Selling is that it’s the best way to grow your Shopify store in the long run. By working collaboratively with other brands, your brand will set itself up for success. Your Shopify store will become THE destination for your niche.
One of the best reasons to shop on Amazon is convenience. Being able to buy everything you need in one place is a powerful motivator. Wouldn’t you love it if your Shopify store was the go-to place for your customers’ needs?
"In addition to a nice contribution to the bottom line, it was also one of the most highly-engaged social posts for the year."
David Krimper, Director of Shopify, Manduka
To learn more about how Carro can help your Shopify store grow, check us out on the Shopify App Store.