Post-Cookie: A New Era of Marketing … and an Open Door for New Operational Opportunities
Third-party cookies are going away, and with them, a whole lot of data and insight that many companies rely on to do business. Marketers and large businesses are struggling to figure out not only how to continue to understand consumer behavior to better serve their customers, but also how to measure attribution and ad campaign effectiveness without them.
Some companies, like media and retail-media companies, are first-party-data rich. They have apps, and loyalty and subscription programs that help them stay in touch with their customers’ ever-changing needs and behaviors.
But other companies often have limited first-party data and have to rely on third-party data to understand how their products and services are being bought and used. Without cookies, this is a challenging process, although new technology, like data clean rooms, is quickly emerging to make it easier. Still, first-party data reigns as a highly desirable part of the marketing toolset.
“The biggest trend to watch for is testing data sources. … it’s become increasingly easier to build in-depth, accurate customer profiles by leveraging first-party data,” according to MarTech.
As devices become more and more interconnected and IoT continues to thrive, new opportunities to gather first-party data are emerging. Marketers and business strategists will strive to get their hands on it.
How Real Wireless Power Will Enhance First-Party Data
Permissions aside, the ability to gather first-party consumer data currently relies on the consumer and their own devices. But first-party data can also be collected by commercially owned devices. A simple example is electronic shelf labels.
These digital devices are currently run on batteries, and batteries are limited on power, so they usually are simply displays. The batteries that are needed to power them can only do so much for so long, so engineers are particularly stringent with their decisions on what to include, and often have to leave out a lot of features in an effort to prolong battery life.
“As computing power increases, battery life becomes a problem, limiting IoT potential,” reports IEEE, the world's largest technical professional organization dedicated to advancing technology for the benefit of humanity. But if we continue to focus on expanding battery life, we’re missing out on a whole new innovation: Real Wireless Power.
With Real Wireless Power delivered over air and at a distance, batteries and battery lifespan are no longer an issue. Power will continuously be delivered when it’s needed, so engineers can add more device features, like consumer interactivity. What’s more, with retrodirective wireless power, like Cota, these devices will have the added benefit of data collection and delivery.
Gathering First-Party Data in a Commercial World
Consider other commercial devices like product shelf sensors, handheld scanners, inventory trackers, security devices, and more. Wireless power can not only keep them reliably powered up, but can also enable a continuous stream of data back to headquarters. Business questions can be answered in real-time in the cloud, including:
- How often is the device used?
- For how long?
- Which features are used and when?
- Which products are flying off the shelves?
- Which aisles are busiest?
- How many people are using the device in a single location?
- What is the environment like, including temperature, pressure, and force?
- Where is it located?
With first-party data like this at your fingertips, at the very least, you’ll be able to adjust operations, ensure compliance and safety, and improve employee training and efficiency. What’s more, you won’t worry about gaps of information due to failed or weak batteries.
You’ll also have a wealth of insights to share with current and potential business partners and collaborators. Without cookies, companies are becoming hungry for data, and new technology is enabling privacy-safe sharing. Armed with data like this can not only lead to better business strategy decisions, but also open doors to new business collaborations and opportunities.
Cota Real Wireless Power is regulatory-approved for use over an unlimited distance in more than 60 countries worldwide, including FCC approved in the U.S. To learn more about how Cota can power your commercial and consumer devices, contact Ossia.