A New Era of Digital Marketing: How Will B2B Approaches Change in the Cookieless Era? | Blog

What Is B2B Marketing Using Cookies?

B2B marketing using cookies has been considered a strategy to strengthen customer relationships and enable effective approaches. Examples include the following:

Content Personalization

Strategy Details

Customize content based on the past behavior and interests of website visitors. For example, present relevant content to visitors who have shown interest in specific products or services.

Strategy Impact and Value

High-level personalization tailored to individual customers increases engagement, encourages site navigation, and facilitates customer decision-making.

ABM Advertising

Strategy Details

Enhance customer acquisition effectiveness by executing personalized marketing campaigns for key accounts (Account-Based Marketing).
By focusing on targets with deeper insights and displaying advertisements tailored to their characteristics, you can reach potential customers who are closer to becoming active prospects.

Strategy Impact and Value

In addition to maintaining interest even when visitors are not on your website, targeted advertising increases click-through rates, reduces wasted advertising spend, and improves ROI.
Furthermore, by visualizing trends in content consumption and search behavior as potential customers become active, you can identify keywords critical to sales activities and explore directions for expanding your company's content.

Email Marketing

Strategy Details

We implement personalized email campaigns for individual recipients based on cookie data.

Strategic Impact and Value

Personalized experiences increase customer satisfaction, improve open and click-through rates, and foster continuous information exchange with customers.
By increasing the likelihood of visitors returning to the site, customer engagement is enhanced, contributing to the building of long-term customer relationships.

Identifying targets and personalizing content using cookies provides value across many aspects of B2B marketing.

Challenges of Cookie Utilization

While B2B marketing using cookies is an effective strategy, several challenges and issues have been highlighted in recent years.

Compliance with Privacy Regulations

As an international trend, the strengthening of privacy regulations such as GDPR and CCPA has led to the application of strict rules regarding the collection and use of cookie data, making compliance with these constraints and laws a significant challenge.
Specifically, there is a stronger demand to disclose to users the reasons for data collection (purpose of use) and the methods employed.

Data Security

In addition to preparing for data breaches caused by cyberattacks, companies are now required to disclose to users the potential risks associated with data collection.
If a company fails to explain the potential risks and mitigation methods with sufficient transparency in exchange for the convenience provided, it may damage user trust.

Cookie Lifespan and Accuracy

Some cookies are deleted after a session ends, making long-term tracking difficult and complicating efforts to build relationships with users over extended periods.
Furthermore, when information is collected based on cookies from users utilizing different devices or browsers, data inconsistency may occur, potentially reducing the accuracy of information used to form customer profiles.

Elimination of Third-Party Cookies

Major platform operators such as Google have indicated plans to phase out the use of third-party cookies. This is bringing about a major transformation in the digital advertising industry, necessitating the exploration of new targeting methods.

Companies have begun to explore strategies to provide more beneficial experiential value to customers than ever before, while simultaneously implementing measures for privacy protection and data security.
In digital marketing, there is a growing recognition that an approach that builds trust with users and respects privacy is the key to success.
Specifically, there is increasing attention on movements to acquire data that reveals customer insights and context by linking it to identifiers other than cookies or to first-party data, and utilizing this for message delivery, including advertising.

Cookie-less Marketing in B2B

Overall, while B2B marketing using cookies remains a powerful strategy, the adoption of cookie-less approaches has begun to attract attention as a way to respond to new privacy regulations and technological advancements.
Below are several examples of cookie-less B2B digital marketing.

Example: Utilization of Non-Cookie Identifiers

Contextual Targeting

A method of displaying information or advertisements highly relevant to visitors based on the content and keywords on a webpage.

IP Address Targeting

A method of identifying IP addresses owned by companies rather than individuals, linking them to corporate information for analysis, and performing targeting.

Utilization of Email Addresses

A method of collecting email addresses and deploying content and promotions tailored to the interests of customers who have provided consent.

Example: Consent Management for Cookie Usage

Utilization of First-Party Data with Obtained Consent

A method of providing personalized content and proposals based on information provided by visitors when they have consented to do so within the website.

In conjunction with the above, regardless of whether it is B2C or B2B, an increasing number of companies are introducing Consent Management Platforms (CMP) on their websites to acquire user consent information and manage the scope of that consent.

Example: Utilization of Media That Does Not Require Cookies

Social Media Advertising

A method of reaching a target audience by utilizing business-oriented social media.

SNS advertising targeting does not inherently require cookies, and it is possible to display advertisements based on the platform's proprietary user data and interests.

Content Marketing

A method of providing high-quality, useful content to increase website visitors and build trust with them through that content.

As a specific example, an increasing number of companies are utilizing content distribution media such as note to increase brand awareness.

These approaches are considered effective methods for maximizing reach to target audiences and enhancing the results of B2B digital marketing while responding to cookie restrictions and user privacy regulations.