Has your dealership data and marketing strategy been thrown into confusion by any of these statements recently?
“It’s a cookie apocalypse.” “Digital marketing won’t survive the cookie crumble.”
Any data and digital marketing vendor worth its salt has seen this day — where consumer privacy moves into the driver’s seat — coming. Safari and Firefox cut ties with third party cookies years ago. Now, that the day is in sight (early 2022) when the big guy (Chrome) will follow suit, many dealers are starting to pay attention. Add in the full rollout of California’s Consumer Privacy Act, and (non-California) dealers are now anticipating when similar legislation will expand to them.
The trouble is not that dealers are waking up to this reality. It’s that this heightened awareness is surrounded by rhetoric which inflates what is a necessary sense of urgency. Urgency is fine, but it’s important we don’t confuse urgency with panic.
I can understand how a dealer who doesn’t think about this every day might be caught in the space in between. People like me, who are fixated on helping dealers maximize their opportunities with consumers through online data and digital marketing, have been thinking about and planning for this for years. We have been looking ahead, proactively addressing privacy and building solutions for digital advertising, targeting and attribution on foundations that do not crumble when the cookie does.
The truth is the deprecation of the cookie does require changes for your dealership and you DO need to make preparations. But we are not facing an apocalypse, as some vendors might say.
There is more to cover on this topic than one article can address, but you must start somewhere. So, let’s back away from the panic button and walk through three steps your dealership can take right now.