Do you accept another Cookie? - CRM and deprecation of third-party cookies

Accepting cookies has never been so simple or offered so many choices. As soon as we open a website page, a box pops up in all colours and flavours, explaining how the data is stored, for what purposes it is used and what the configuration options are. Users just have to Accept or Decline and sometimes Customise, indicating exactly which cookies they are willing to receive and for how long. Who knew that offering cookies could be so automated? In the end, all of this serves to protect the privacy of those who use the internet, by preventing intrusive tracking, lack of explicit consent, excessive targeted advertising and some verified security vulnerabilities. Rui Martins, partner at SmartLinks, explains the advantages of CRM for increasing conversions in the following video (in Portuguese):

Cookies and the law

Third-party cookies are small text files placed in browsers (such as Chrome, Safari, Edge or Firefox, for example) to track user activity. Until now, they were often used by websites for targeted advertising and web behaviour analysis. However, the change in data protection legislation has significantly altered the landscape of digital marketing and online advertising. Based on Article 4.11 of the European General Data Protection Act, the user’s express consent is now mandatory: “Consent of the data subject shall mean any freely given, specific, informed and unambiguous indication of his or her wishes by which the data subject signifies his or her agreement, by a statement or by an unambiguous positive act, to personal data relating to him or her being processed.”

This makes it compulsory: – Include explicit “Accept” and “Reject” buttons in the cookie notice, both with equal prominence. – Whenever consent is required, cookies must be blocked beforehand. – Withdrawing consent should be as simple as giving it. – Scrolling does not serve as tacit consent. – Pre-ticked boxes are not authorised. – Consent through continued browsing is not valid. – Proof of consent in line with the GDPR is required. – Complete cookie walls are not permitted. Recommendations include: – List the purposes in the first layer of the cookie notice. – Consent must be detailed by purpose (marketing, navigation, personalisation, etc.). – It is not mandatory to list cookies one by one. – Strictly necessary cookies (authentication, secure browsing and session management) are generally exempt from consent. The General Data Protection Regulation (GDPR), which came into force in the European Union in May 2018, was one of the most substantial changes. Since then, data protection policies have become increasingly stringent. In January 2024, Google had already disabled the cookies of 30 million Chrome users. Incredibly, this figure represents just 1% of the total. The plan is to phase out 100 per cent of cookies by September this year. The GDPR has established extremely strict guidelines on how companies can collect, process and store users’ personal data. Some of the main changes include: More Transparent Consent: The GDPR requires companies to obtain clear and transparent consent before collecting personal data. Users must be informed about how their data will be used. Safeguarding Users’ Rights: The regulation gives users greater control over their data, including the right to access, rectify, delete and port their personal information. Greater Accountability for Companies: Companies are now more responsible for the security and protection of user data. They must adopt appropriate measures to prevent data breaches. Third parties that have access to data must be listed and identified. Major Financial Penalties: The GDPR establishes substantial penalties for companies that fail to comply with its provisions, including significant fines. Just to give you an idea, the maximum fine can reach 20 million euros or 4 per cent of the company’s total annual worldwide turnover!

All these changes have directly affected digital marketing and online advertising practices, as companies have had to adjust their strategies to be in line with the new privacy requirements.

A focus on transparency, informed consent and respect for users’ rights is now essential in order to operate in compliance with the new data protection regulations.

How to Store Data

Deprecation of third-party cookies refers to the practice of phasing out or reducing support for these cookies by browsers and online platforms.

In practice, the cookie policy serves to inform users that their data is being collected and stored. To do this, your informed consent must first be sought. Without this consent, no cookie should be executed.

This major change impacts the way companies collect and use user data, leading to the need for alternative strategies for personalisation and audience segmentation.

Here at Smart Blog, we have already differentiated between the diverse types of cookies and the implications that the Cookieapocalypse could have on digital marketing strategies. Implications so serious that the measure has been postponed several times. This is because access to user data is essential for building effective campaigns. Companies needed time to adapt and find more transparent, privacy-centred alternatives for dealing with online tracking.

How useful is a CRM?

A Customer Relationship Management (CRM) can play a key role in deprecating cookies in the context of digital marketing, especially in the face of changing data protection regulations.

First-party data

CRM stores first-party information, i.e. information obtained directly from customers. This data allows for a deeper understanding of the customer’s behaviour, preferences and history of interactions with the brand.

Personalisation

80% of consumers are more likely to make a purchase when the brand offers a personalised experience.

With a CRM, it is possible to personalise interactions between the brand and the customer, based on stored data without recourse to a third party.

For example, product recommendations, personalised offers and communications tailored to individual preferences increase the likelihood of conversion.

Advanced segmentation

Hubspot indicates that segmented email marketing campaigns generate 30 per cent more opens and 50 per cent more clicks than non-segmented ones.

A CRM facilitates advanced segmentation, allowing specific segments to be created based on demographic, behavioural and preference data. All this results in more targeted and effective digital marketing campaigns.

Customer loyalty

RFM is not just a radio station. It stands for Recency, Frequency, Monetary Value. These metrics are used in CRM with the aim of identifying and segmenting customers according to their value, purchasing behaviour and frequency, which makes it possible to define more targeted loyalty strategies.

Integration with other platforms

A CRM integrated with other platforms, such as the essential marketing automation, e-commerce and analytics tools, provides a holistic view of the customer. It is the best approach for coordinating all interactions between parties, which improves business efficiency and profitability.

GDPR compliance

The CRM can be configured to ensure compliance with the GDPR. In this way, it allows transparent tracking of user consent, access to their data and deletion when necessary. This best practice ensures that digital marketing practices are aligned with data protection regulations.

In short, a CRM plays a significant role in optimising digital marketing strategies. The use of first-party data facilitates the personalisation of interactions, audience segmentation and customer loyalty, while ensuring compliance with privacy regulations such as the GDPR.

SmartLinks has been monitoring all these changes to the cookie policy since the very beginning. If you have questions about GDPR or need advice in this area, talk to us (and we can even share cookie recipes)!

Autor

Ana Costa

Ana Costa holds a degree in Social Communication from ISCSP – University of Lisbon, specialising in public relations, marketing, and advertising. She began her professional career in journalism and has collaborated with business associations, specialised press, lifestyle websites, and corporate communications. In her day-to-day work, attention to detail, creativity, and dedication to the client are essential. At SmartLinks, she is focused on creating relevant, SEO-optimised content that is, above all, useful to the user.
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