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.
General manager, e-Dialog EMEA