Cookies. We all have them. And we all use them. We just might not know it. What types of cookies am I speaking about? Not the type that you eat. Rather, it’s the type that are embedded in websites that you use. You see, a cookie is used to track certain things you look at, typically with regard to advertising.
For many years, cookies have been used to track individuals and their use of the internet. It helps sites to know and understand how to market to you. But with the advent of the iPhone in 2007, Apple decided to get rid of cookies on its own software platform.
What did this mean? Well, for starters companies had to come up with a new way to track individuals so it could more effectively target marketing towards them. In an interesting article at VentureBeat we read about the various ways companies have done this.
Why is this important for you today? Well, namely to see how intentional marketing ought to be. It ought to be directed, precise, with an eye for the end user. For example, take a look at how Facebook has done their directed marketing. They use a platform known as SSO (single sign-on) at various websites. You can use your Facebook credentials to sign on to a site, and when you do so now Facebook has collected information on what you are looking at and can determine various ways to market to you.
This is genius. It is direct. It is specific. It has an eye for the user experience and what they want, even if it’s a whim. Now, we’re not saying our marketing has to be as specific as Facebook’s SSO, but…well, it should be direct now, shouldn’t it?
How are you making your advertising work for you as you see how the end-user is working? That’s a fascinating question to ask as you read this article. Apply it today, and learn for tomorrow.