“What do you want, a cookie?”

Chris Rock makes us laugh. Sometimes cookies make us laugh too.
Like the kind of cookies Chris Rock sold while hosting the Oscars – Girl Scout cookies.

Internet search cookies are a different story. They have their uses, for sure, but with one click of a ‘private mode’ button, all of their power can be taken away.

Besides that, cookies are browser specific. A cookie created in Chrome doesn’t work in Firefox. Put another way, the cookie created on your laptop doesn’t work on your phone.
In fact, there are no cookies in mobile apps, where mobile users spend 86% of their time.
Even cookies that are not blocked, disabled or on another browser have limitations. They can only hold so much information. Most cookies are limited to 4kb of data. The Word document on which this post was written took up four times that much space.

Let’s be clear here: cookies do provide some valuable information; it’s just limited. If your marketing efforts depend entirely on cookies they’re not going to be very effective. But as part of a broader effort, cookies have some value.

In that sense, cookies are like cookies – the Girl Scout kind. They’re delicious, but they’re dessert. If you eat them as a meal you will not receive the nutrition you need.

In fact, there are no cookies in mobile apps, where mobile users spend 86% of their time.

You know what cookies don’t tell you? They don’t tell you what they don’t know.

So you engage exclusively in cookie‐based marketing and you get great results. Sure, compared to a TV ad. The Model T went really fast compared to a horse and buggy.
But this is 2018. Cookies are Model Ts. Cookie pools provide a 35% match to the customers you want. That’s so much better than the outbound marketing you do, the shotgun approach that hopes to deliver a 2% return. But it’s no match for people‐based marketing.

Marketing focused on people rather than cookies delivers an 85% match to your customer profile.

The power of cookies is that they are behavioristic on a micro level. They tell us what a potential customer did yesterday. They went on a scuba diving vendor’s site and bought scuba gear. That’s valuable information.

But it doesn’t tell you that the purchase was a gift for someone else, or that a smart speaker and a laptop that didn’t make the purchase are owned by the same person.

And that’s today (Or yesterday, if you’re reading this tomorrow). How about in the future? When more users abandon their computers for mobile net surfing? When smartwatches and refrigerators sidestep cookies altogether? Cisco estimates there will be 50 million such devices in four years.

If you want to reach your customers, you need forward‐looking marketing platforms like people‐based marketing. This follows people, not devices, to create marketing profiles.

That’s when we’ll leave the cookies to the Girl Scouts.

Want to talk more about people based marketing? See what we can do.