How Cookie Loss Is Affecting Enterprise Marketing Strategies

Marketing Strategy — Wed., May. 11, 2022

Marketers at Fortune 500 companies have noted that the shift away from online cookies has had a significant impact on their social media and search marketing. A survey from Loyalty Research and Rep Data revealed that 67% of respondents said it had a high impact on social media marketing, 64% said the same for organic search strategies, and 54% said it affected paid search marketing.

As a result, most enterprise marketers plan to invest more budget in these channels over the next two years. They are also making strategic changes to their approach, such as improving data quality, focusing on first-party data, and prioritizing market research. Currently, cookies are mainly used to capture and track website activity, according to 93% of respondents.

The research was based on data from a survey of 175 marketing leaders at Fortune 500 companies. This shift towards privacy has impacted a variety of marketing channels, leading firms to invest more and adjust their strategies accordingly.

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