4 trends that will mark digital marketing in 2021

One of the biggest challenges advertisers and media will face in 2021 is being able to communicate with consumers and transact effectively in a cookie-free world.

Lotame , a firm specializing in data enrichment solutions to meet consumers, revealed the four trends that will mark the digital marketing industry in 2021.

1.- Privacy and identity, much more united

Privacy will be the competitive advantage in 2021 and will be linked to identity solutions that embrace data minimization, put privacy above design and focus on non-personally identifiable information (not PII). 2021 will be the year of privacy laws, mainly in the United States, but in a globalized world no country is excluded, which will help the digital advertising industry build a more transparent and reliable ecosystem.

Given this, a large number of companies will look for new solutions to access the necessary information that allows them to run user attraction campaigns. This implies a new challenge, since until now the favorite strategy had been the use of email as a solution to privacy problems; However, this path does not fully guarantee obtaining information accurately, nor is it the most user-friendly way.

2.- Not all cookies will disappear

Last year the media and digital advertising industry became obsessed with the imminent disappearance of third-party cookies, especially with Google Chrome’s announcement to gradually join this decision starting in 2022.

For this year, the issue will remain on the table, so it is expected that advertisers will increase pressure on the media to meet their needs for monitoring, targeting and data measurement, in order to focus their advertising efforts and improve the attraction and loyalty of consumers.

However, not all cookies are the same and not all are prohibited. Cookies are managed differently depending on the browser and have different permissions. Firefox and Safari currently have no plans to replace third -party cookies with alternatives, but they still allow first-party cookies.

Businesses will need to take advantage of this year to prepare for the gradual elimination of cookies: talk to their partners about how they are handling third-party cookies and their plans for the future; create relationships with new suppliers, partners and platforms; while the websites will have to be updated and look for new solutions.

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