Navigarea în era post-cookie-urilor terțe: amploarea marketingului de conținut în strategia digitală

Abstract

Nowadays, all our online moves are tracked by marketers to design the best targeting strategies however the user’s privacy is at risk. As major players like Google, Mozilla, and Apple move towards restricting or eliminating third-party tracking, companies face new challenges in understanding and targeting consumers effectively. This paradigm shift underscores the need for innovative approaches that prioritize consumer privacy while maintaining marketing efficacy. This strategic shift towards content marketing reflects a broader evolution in marketing philosophy, emphasizing the importance of delivering value to consumers through authentic, engaging content rather than intrusive advertising tactics. By producing high-quality content that resonates with the targeted audience, businesses can cultivate trust, credibility, and loyalty over time, ultimately driving brand awareness, customer engagement, and conversion rates. Moreover, content marketing offers numerous advantages in the post-third-party cookies landscape, including greater control over messaging, reduced reliance on external data sources, and improved compliance with privacy regulations. By leveraging owned media channels such as websites, blogs, social media platforms, and email newsletters, companies can establish a direct line of communication with their audience, bypassing the limitations and uncertainties associated with third-party data tracking. CZU: 339.138:004; JEL: M31; DOI: https://doi.org/10.53486/issc2024.22