a white background with a few lines on it

The end of fortune cookies? How to adjust to cookie digital marketing

Fay Roe

You cannot have accessed the internet without coming across cookies. Most people have heard about them, but not all understand them. Cookies are to digital marketing as oxygen is to humans. They are the life source of search engine marketing and a valuable tool to help businesses generate a healthy profit.


However, the sale of personal data is big business, and cookies are responsible for feeding this unsavoury beast. Searchers do not want their personal data being sold to the highest bidder. They do not want to be spammed or scammed. They want to be able to trust online entities.


To kickstart a more secure online experience for web users, some cookie types are being phased out. Following the suit of Firefox and Safari, Google is phasing out third-party cookies by 2023 on Google Chrome. Good news for internet users, but what does this mean for your digital marketing?


What are internet cookies?

Internet cookies are tiny data files a web server places on the searcher’s device to monitor and enhance the website user experience.


Cookies serve useful and sometimes essential functions on the web. They remember what you have in your basket while you continue browsing a website; they save your information for filling in forms, remember your passwords, and generally make life easier for the user. These are first-party cookies. Not only do they enhance the user experience, but they also allow you to track basic website analytics including session length, referring sites and bounce rates.


Third-party cookies are a different kettle of fish, they are known as the ‘tracking cookies’, and it is these the internet search engines are phasing out. They monitor, track, and collect data:


  • Demographics – the name, age and gender of the visitor
  • Surfing behaviour – the browsing habits, purchasing history and social media activity of the website user
  • Interests – the websites and content they spend time on


This valuable information allows digital marketeers to build accurate user profiles to shape and create successful digital marketing campaigns, generating income through highly targeted ads. Removing access to this key information has the potential to disrupt the efficiency of your business’ digital marketing campaigns. 


How to prepare for being third-party cookie free

The good news is you have time to prepare and lay the foundations for continued online marketing success. Loosing third-party cookies is potentially a big deal, but not one that cannot be overcome.


Now is the time to revisit and evaluate your business’ digital marketing strategy. The sooner you address and embrace the changes, the more prepared you will be and experience less financial impact.


Power up existing first-party cookie solutions

Revamp your first-party data models to gain better insights about your existing customers. Build and develop your email list and make use of online surveys, sign-up forms, polls, and newsletters to harvest valuable information to focus your digital marketing.


The benefit of first-party data is that it is accurate, unique to your business and you don’t have to worry about it being taken from you or losing the right to use it. The best website designs are a treasure trove of opportunities to collect customer information.


Exploit the digital marketing tools you do have access to

Facebook advertising is a fantastic way to generate leads. Its power lies in the ability to be specific in who sees your chosen Facebook ad (plus you can choose a different advert for each audience). Facebook’s custom audience enables you to hunker down and segment people who have already engaged with your brand.


If you are not already using Google Ads to promote your products or services, it’s a good time to do so. Even if you don’t wish to commit in the long term, you will be able to collect data to use once the third-party cookies are defunct – make hay while the sun shines! A third-party cookie ban is not going to impact the search giant’s first-party cookie data internet advertising business. Google’s extensive network will continue to collect data and position your ads in front of searchers through contextual advertising.


What is contextual advertising? It’s a form of personalised advertising that places your Google Ads on relevant sites. Google has access to a vast display network, so your ad will be published on relevant websites to match your business. Keywords, the topic, the language used and location play key roles in how Google analyses your ad. For example, if you run a hairdressers and someone nearby reads an article about how to home dye their hair, your Google Ad will show. To gain the most momentum from contextual advertising, your website’s SEO needs to be up to scratch.


Combine digital marketing tactics

There is not one single action you can take to have online business success; it is a combination of several. So, in this respect, it is business as usual with or without third-party cookies. As Digital Presence’s clients can attest, it’s important to look at your online activities holistically to create the best digital marketing strategy:


1.    Website design

2.    SEO

3.    Google Ads

4.    Facebook Ads

5.    Blog writing


These five core areas are key for sustainable online business growth and should work in partnership to help your business realise its full potential.


Cookies are a twenty-five-year-old technology, and society has progressed in that time. With the digital marketing and online advertising industry placing greater value on user experience, the need for balance between transparency, privacy and profit is real.


If you have all your digital eggs in one virtual basket, it’s time to explore a new way of marketing your business online. The idea of cookie free marketing is daunting, but it is certainly not the end of the road – it’s an exciting time to streamline, adjust and improve your business’s online activities.


If you have all your digital eggs in a virtual basket and want to learn more about how to adapt to cookie free digital marketing contact us at Digital Presence for a free informal chat. We’re a Christchurch digital marketing agency and web design company who helps NZ businesses shine online.


Get a free consultation

Share

A person is holding a red and white magnet in their hand.
by Simon Mullinger 2 April 2025
For service-based businesses in Christchurch, your website isn’t just a digital brochure — it’s your primary tool for attracting, engaging, and converting potential customers. But simply having a website isn’t enough. To generate high-quality leads, your website needs to be strategically designed to drive conversions. Whether you’re a plumber, an accountant, a personal trainer, or any other service-based business, understanding how to design a website that maximises lead generation is key to growing your business. In this comprehensive guide, we’ll walk you through the strategies and best practices for designing a website that effectively generates leads. From creating effective landing pages and optimising forms, to crafting compelling calls-to-action (CTAs) and leveraging design elements that encourage conversions, we’ll cover everything you need to know to turn your website into a lead-generation powerhouse. Why lead generation matters for service-based businesses For service-based businesses, generating leads is often the top priority. Unlike e-commerce businesses that focus on online sales, service businesses rely on qualified leads who are interested in booking a service, requesting a consultation, or making an inquiry. The challenge lies in attracting the right type of traffic and guiding visitors to take action once they’re on your site. Your website should be your most effective tool for converting website visitors into leads, and this can only happen when it’s designed with lead generation in mind. With the right strategies and optimisations, your website can play a central role in driving business growth by turning website visitors into paying customers.
A woman is using a laptop computer and holding a sign that says seo.
by Simon Mullinger 2 April 2025
For small businesses, getting noticed online is no longer a luxury — it’s a necessity. With over 90% of customers using Google to search for local businesses, your website’s ability to rank well on search engines can make or break your business. But how do you ensure that your website is optimised for local SEO and stands out in your local Christchurch market? The answer lies in both the content and design of your website. In this blog post, we’ll dive deep into how to optimise your website design for local search rankings. We’ll discuss key strategies that can help your Christchurch business get found by more local customers, including Google My Business (GMB) integration, optimising your website for local keywords, and using location-specific content. By the end of this post, you’ll have a solid understanding of how website design plays a critical role in boosting your local SEO and driving more traffic to your site. What is local SEO and why does it matter for small businesses? Before we jump into specific strategies, let’s first understand what local SEO is and why it’s so important for small businesses in Christchurch. Local SEO refers to the process of optimising your website and online presence to rank higher in search results for location-based searches. These are searches made by users looking for businesses in their area, such as “plumbers in Christchurch” or “best cafes near me.” As more and more people use their smartphones and Google to search for local products and services, it’s essential for businesses to optimise their websites for these types of searches. For Christchurch businesses, ranking well for local SEO can lead to increased visibility, more foot traffic, and a greater number of customers. By designing your website with local SEO in mind, you can ensure that you are reaching potential customers who are actively searching for the products or services you offer in Christchurch. 
A city tour trolley is parked in front of a building.
by Simon Mullinger 2 April 2025
Whether you run a local café, a plumbing service, or a retail store, attracting local customers can be a major hurdle. However, the good news is that Google Ads is one of the most effective tools to help you reach your audience right when they’re actively searching for your products or services. In this guide, we’ll walk you through how to use Google Ads to attract local customers in Christchurch, ensuring your business gets the attention it deserves. Why local businesses should use Google Ads Google Ads is a powerful tool that enables businesses to drive targeted traffic to their websites, particularly businesses that are focusing on local customers. With over 90% of people using Google to search for products and services, your business cannot afford to miss out on the opportunities Google Ads offers. Google Ads is especially beneficial for local businesses because it allows you to target customers within specific geographic areas. Whether your customers are in central Christchurch or outlying areas, you can create a strategy that targets people in your vicinity, ensuring your ads reach people who are nearby and ready to take action. This is particularly important for Christchurch businesses wanting to attract customers in their local area.
A computer monitor with a rocket flying out of it.
by Fay Roe 1 April 2025
Your website is often the first impression potential customers have of your business. A well-designed, strategically launched website can be the difference between converting visitors into customers or losing them to competitors. Whether you're refreshing an existing site or building from scratch, launching a new website requires careful planning and execution. Here's how to ensure your website launch delivers maximum impact for your business. Planning your website launch strategy Understand your website's purpose Before diving into design elements or development frameworks, define what you want your website to achieve. Are you looking to generate leads, sell products, provide information, or build brand awareness? Digital Presence, a leading web design agency in Christchurch, begins every project by understanding these core objectives to ensure your website serves your business goals. Know your audience Your website should speak directly to your target audience. Understanding their needs, pain points, and online behaviours will inform everything from design choices to content strategy. This customer-centric approach is what sets professional web design services in Christchurch apart from DIY solutions. Set a realistic timeline A comprehensive website launch typically takes 8-12 weeks, depending on complexity. Working with Digital Presence means having a structured timeline with clear milestones, ensuring your project stays on track without compromising quality. 
Mobile responsive websites image
by Simon Mullinger 27 March 2025
It's important to know how well each page performs because it helps you to identify which content needs to be improved, updated or even removed. Read more!
A laptop computer is sitting on a desk next to a vase of flowers.
by Simon Mullinger 27 March 2025
Discover your dream website design with our free homepage mock-up service. See your ideas come to life without any commitment. Get started today!
A man is sitting in front of a laptop computer covering his face with his hands.
by Fay Roe 3 March 2025
Click happens! These 7 web design mistakes could be driving customers away. Learn how to optimise your site for better user experience & sales.
A red , yellow , and green smiley face on a blue background.
by Fay Roe 20 February 2025
Outdated web design can hurt your business. Learn how modern, pixel-perfect design enhances user experience, SEO, and conversions. Contact us now!
A tablet with the year 2025 on it is surrounded by paint brushes and paint.
by Fay Roe 6 January 2025
Redesign your website in 2025 to reboot your business. Achieve a fresh, modern look that drives growth for your business. Visit us to engages your audience.
A laptop computer is sitting on a desk next to a vase of flowers.
by Fay Roe 3 December 2024
Discover how exceptional web design can transform your business. Learn tips to improve user experience, boost conversions, and drive growth today!
Show More
Share by: