In the fast-changing world of online ads, things are about to shift for Hong Kong brands as we say goodbye to something called third-party cookies. Let’s break down what this means for local brands, how it will affect them, and what they can do about it.
The Challenges for Hong Kong Brands
Hong Kong brands will face a few challenges when it comes to cookieless advertising. Practices like putting specific ads on places like Facebook and Instagram, which rely a lot on third-party cookies, will be impacted.
It means that tracking what users do, getting new leads, and showing ads again to people based on their past actions will be trickier. Brands need to think about new ways to do these things
When Will Cookieless Advertising Start in Hong Kong?
The change to cookieless advertising in Hong Kong will happen around the same time it happens globally. Big companies like Google have set the year 2024 as the time to stop using third-party cookies.
Hong Kong brands should get ready for these changes, as they are already starting. How can you prepare? Keep reading!
Simple Strategies for Hong Kong Brands in a Cookieless Future
So, what can Hong Kong brands do now? Let’s talk about some simple ways to make their advertising strategies stronger without using cookies:
1. Enhance First-Party Data Collection
Give some love to first-party data—it’s directly collected from your users and fully complies with privacy regulations. Gather this data from touchpoints like website interactions, app usage, customer surveys, or CRM. Utilize it to personalize ads and create a more impactful customer experience. Consider refining analytics on your website, optimizing subscription forms, or improving CRM processes for better data.
2. Strengthen Contextual Advertising
Contextual advertising is a shift from the traditional way of showing ads based on user profiles or past actions. Instead, it involves displaying ads based on the specific content that users are currently viewing. Think of it like putting up a billboard for hiking gear along a mountain trail—reaching people where their interests are at that moment. As we move into a cookieless future, Hong Kong brands are encouraged to sharpen their contextual advertising strategies. This means understanding what their audience is interested in, the kind of content they’re consuming, and where they usually spend their time online. By doing this, brands can effectively target their audience without relying on tracking their past behavior.
3. Send Emails and Build Communities
Without the usual way of using cookies, Hong Kong brands can try things like sending emails and creating online communities. These ways help brands directly connect with people and build relationships based on shared interests. Brands can think about using email marketing tools and creating online spaces where their audience can join and interact.
4. Embrace Google Privacy Sandbox
Don’t forget about Google’s Privacy Sandbox. While the details are still evolving, Google is working on setting standards that protect user privacy while still allowing for personalized ads. One notable feature is FLoC, which groups users with similar interests, ensuring anonymity while enabling effective targeting. It’s crucial for Hong Kong brands to keep an eye on the developments in this Privacy Sandbox as it evolves. Being ready to adapt to new opportunities that arise from these changes will be key to staying ahead in the ever-changing digital landscape.
In conclusion, as privacy rules change, it’s important to look ahead in digital marketing. By partnering with New Digital Noise, you can get advanced solutions and strategies to future-proof your business. With over 20 years of expertise, New Digital Noise knows how to handle these challenges in technology and advertising, making sure your brand not only survives but does well in the digital world.
Interested in learning more? Contact us today for a free consultation!