Educate consumers about cookie use

The reason that brands remain ignorant of how best to implement the EU cookie directive (MWlinks.co.uk/CookieInfo) stems from poor consumer understanding of the changing privacy laws.

While public concern over the use of behavioural data is well-publicised, our research shows that consumers want emails from brands that know them. With the new rules determining that consumers need to opt in to data tracking, marketers need to be thinking smarter about who their customers are if they are going to continue to deliver relevant content.

This means using the data they do have to get a deeper insight into the customer profile, as well as helping their customers to understand the cookies that they use and why they are important.

The coming months will see both the Information Commissioner’s Office and brands struggle to define “cookies necessary to deliver the service” but marketers should also be ready to address the challenge of helping their customers to understand what this means if they’re to continue to drive revenue over digital channels.

Luke Griffiths
General manager, e-Dialog EMEA

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here