SEO 101: The Importance Of Cookies In Digital Marketing
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Jun 02 2020

The Importance of Cookies In Digital Marketing

Written by Carlo Angelo Suñga

Know more about the relevance of internet cookies for digital marketing in our latest blog post!

 

Have you ever wondered how sometimes you’re able to log in a website without typing anything? Not to mention, on occasion, you might receive specific ads related to your interests wherever you go. It may seem creepy, but when it comes to the Internet, it’s normal.

 

If you feel like some websites are aware of your interests, it’s because of Internet cookies that are gathering information about you and your browsing habits.

 

An Internet or HTTP cookie is a small piece of data stored inside a user’s computer. For instance, if you enable cookies, some websites will save data on your computer to track your actions online and record your activities.

 

While you have the option to enable and disable cookies, the controversy regarding privacy has always been a topic of discussion. However, most of the time, these cookies are harmless since they can’t infect computers with malware.

 

Cookies are an essential part of the Internet that contributes to the convenience of users. You can stay logged in between pages the moment a website recognises your presence.

 

No doubt that cookies will continue to provide users with a better browsing experience, but how does this affect digital marketing?

 


 

The Role of Cookies in Digital Marketing

 

Nowadays, cookies are essential for tracking a user’s activities and whereabouts, despite the ongoing controversy surrounding user privacy. But with the inception of numerous digital channels and devices, cookies are becoming more complex. As a result, the user for cookies in digital marketing and search engine optimisation (SEO) overall is starting to become obsolete… or is it?

 

When understanding the target audience, knowing how to use cookies for gathering data is vital for success. The only problem left to deal with is the issue of privacy.

 

Due to the potential of hackers tracking your browser history, cookies have a negative reputation across users who are concerned about their privacy. That’s why in this day and age, establishing credibility is crucial, so most users will find it comfortable to visit your website.

 


 

How Do Cookies Work?

 

Imagine Internet cookies as an actual baked cookie. Like a real cookie, an Internet cookie can leave crumbs, but instead of ants following the trail, a website will track your whereabouts from page to page.

 

Same with real-life cookies, there are different types of internet cookies, mainly session, persistent, and third-party cookies. Using the right type of cookies is essential for your campaign, so let’s take a look at each one:

 

1. Session Cookies

Unlike its other counterparts, session cookies retain your information only until you close the browser. Every time you open a browser, the cookie will treat you as a new visitor, which means you’ll have to input the same credentials after each session.

 

2. Persistent Cookies

Also known as first-party cookies, persistent cookies work best when it comes to tracking a user’s online activities. For instance, you can visit a website while the cookies are at a default setting. But as you begin to tweak the site’s settings, the cookies will remember your preferences and save them for your next session.

 

3. Third-party Cookies

If you’re planning to send ads to the right audience, use third-party cookies that will let you track a user’s online behaviour. However, be careful when utilising third-party cookies because some consumers might find it intrusive if you record their activities and habits. Always give your website visitors the option to enable cookies, so you can have their consent to keep track of their personal information.

 


 

How to Use Cookies for Digital Marketing?

 

Not all consumers find Internet cookies intrusive. After all, most cookies are designed to benefit the user and provide a more convenient browsing experience.

 

With that said, using a cookie for your website isn’t guaranteed to help you track your target audience. You need to choose the right type of cookies that will benefit your SEO and social media marketing campaign.

 

For example, if you’re managing an online store, you should use persistent or first-party cookies. They’ll record your customer’s purchasing habits, preferences, and interests so your website can provide them with a better online experience whenever they’re present on your site.

 

Another example: if your goal is to define your target market and send ads, then third-party cookies are your best choice. However, keep in mind that some people won’t enable third-party cookies due to privacy concerns. If that’s the case, then building your reputation will help assure customers that they can trust your website.

 

Cookies may seem like a thing of the past, but they’re only becoming more relevant as the Internet keeps evolving. Use the right type of cookies, and you can help your marketing strategies prosper.

 

Ready to take your marketing strategies to the next level? Call our SEO company in Singapore at 6391-0930 to know more about the benefits of digital marketing!

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