What does the arcane world of third-party cookies have to do with the incentive, rewards, and recognition business? A lot, at least for those incentive, recognition, loyalty, and gift card and merchandise providers who understand the opportunity: the emergence of the long-discussed concept of permission marketing and what that entails for marketers.
This week, RRN’s sister publication ESM published the article, “Does the End of Third-Party Cookies Spell the Return of Permission Marketing?”
In 1999, marketing guru Seth Godin published the book, Permission Marketing, Turning Strangers Into Friends and Friends Into Customers,” in which he wrote: “Instead of annoying potential customers by interrupting their most coveted commodity, time, permission marketing offers consumers incentives to voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.” While many organizations conduct one form or another of permission marketing, it's safe to say that few have a strategic and systematic approach to identifying and cultivating relationships with customers, prospects and all stakeholders on a single, permission-managed basis.
Despite the ability of the Internet and marketing expertise to engage people to opt-in to receive highly personalized messages, two technology factors stood in the way of many marketers from making the shift from what Godin called “interruption marketing” to permission-marketing: 1) search engine advertising, which only interrupts people to the extent the screen space is devoted to ads related to the topic for which they are searching, and 2) third-party cookies, the little bits of code most people have voluntarily accepted that enables those companies to place ads on thousands of media sites without any direct permission.
Marketing experts such as the widely followed Neil Patel believe the end of third-party cookies and the remarketing practices they power will require a fundamental change in the approach to marketing much like that envisaged by Godin.
What’s changing? The companies that support the major browsers, Chrome, Bing, and Firefox all have made a commitment to removing the use of third-party cookies, which is making it increasingly difficult to place ads on web sites networks or even to conduct re-marketing, which many companies have used for years.
That means that companies will increasingly have to induce people to opt-in to get permission. This in turn will drive demand for incentives such as sweepstakes, contests, loyalty, and gifting programs using merchandise, gift cards, experiences, and more to get people to say yes to being marketed to on an ongoing basis.
For More Information
Bruce Bolger, Founder
Enterprise Engagement Alliance at TheEEA.org
914-591-7600, ext. 230
RRN: Your Partner in Success in Incentives, Rewards, and RecognitionPublished by the Enterprise Engagement Alliance at TheEEA.org
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RRN: Your Partner in Success in Incentives, Rewards, and Recognition
Contact Bruce Bolger at 914-591-7600, ext. 230 or email Bolger@TheEEA.org when you want to get to know or get known in this growing $1.76 billion marketplace.