{"id":6376,"date":"2023-04-05T15:15:00","date_gmt":"2023-04-05T13:15:00","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=6376"},"modified":"2024-05-28T15:10:06","modified_gmt":"2024-05-28T13:10:06","slug":"guide-to-survival-in-the-cookie-less-era","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tipy-triky\/guide-to-survival-in-the-cookie-less-era\/","title":{"rendered":"Jak p\u0159e\u017e\u00edt bez cookies t\u0159et\u00edch stran"},"content":{"rendered":"

Do roku 2024 u\u017e nezbyde na internetu by\u0165 jedna cookie t\u0159et\u00edch stran, co\u017e bude pro remarketing a lookalike publika t\u00e9m\u011b\u0159 likvidak\u010dn\u00ed. Udr\u017eet tyto marketingov\u00e9 aktivity pot\u00e9 p\u016fjde jen skrze CDP syst\u00e9my jako je CareCloud. Ty umo\u017en\u00ed vyu\u017e\u00edt obrovsk\u00fd potenci\u00e1l dat prvn\u00edch stran. Za\u010dn\u011bte novou kapitolu sv\u00e9 marketingov\u00e9 strategie bez cookies t\u0159et\u00edch stran.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u010cl\u00e1nek kr\u00e1tce p\u0159ibl\u00ed\u017e\u00ed t\u00e9ma a nab\u00eddne zp\u016fsob, jak se na konec cookies t\u0159et\u00edch stran p\u0159ipravit.<\/p>\n\n\n\n

DIGIT\u00c1LN\u00cd MARKETING ZA\u017dIJE OT\u0158ES<\/p>\n\n\n\n

Jestli\u017ee jsou marketingov\u00e9 n\u00e1stroje jako remarketing \u010di lookalike publika sou\u010d\u00e1st\u00ed va\u0161eho reperto\u00e1ru, budou se v\u00e1s n\u00e1sleduj\u00edc\u00ed ud\u00e1losti \u00fazce t\u00fdkat. Tyto v podstat\u011b nejv\u00fdd\u011ble\u010dn\u011bj\u0161\u00ed typy marketingov\u00fdch kampan\u00ed budou velmi brzy ve v\u00e1\u017en\u00e9m ohro\u017een\u00ed, jeliko\u017e p\u0159ijdou o \u017eivotad\u00e1rn\u00fd zdroj informac\u00ed \u2013 cookies t\u0159et\u00edch stran. <\/p>\n\n\n\n

Takov\u00fdmi cookies se rozum\u00ed nap\u0159\u00edklad Meta pixel (z Facebooku \u010di Instagramu), LinkedIn pixel, snippet z Google Ads \u010di Skliku a dal\u0161\u00ed vlo\u017een\u00e9 k\u00f3dy pro analytiku \u010di marketing od t\u0159et\u00edch stran. Brzy u\u017e po nich nebude ani vidu, ani slechu.\n
\nNejd\u0159\u00edv si v\u0161ak v\u011bci uve\u010fme do souvislost\u00ed.<\/p>\n\n\n\n

P\u011aKN\u011a POPO\u0158AD\u011a <\/strong><\/p>\n\n\n\n

Mo\u017en\u00e1 jste n\u011bkdy v roce 2020 zaznamenali pl\u00e1novan\u00fd tah spole\u010dnosti Google, kter\u00fd m\u011bl kompletn\u011b ukon\u010dit p\u016fsoben\u00ed cookies t\u0159et\u00edch stran na prohl\u00ed\u017ee\u010di Chrome. Jen\u017ee po n\u011bjak\u00fdch t\u0159ech letech pr\u016ftah\u016f se zd\u00e1lo, \u017ee je ticho po p\u011b\u0161in\u011b - a\u017e doposud.<\/p>\n\n\n\n

Po milosrdn\u00e9m tichu p\u0159ed bou\u0159\u00ed p\u0159ich\u00e1z\u00ed vylo\u017een\u00e1 smr\u0161\u0165 \u2013 Google ji\u017e fin\u00e1ln\u00ed dead-line vytesal do kamene. Od roku 2024 ji\u017e bude Chrome zcela blokovat cookies t\u0159et\u00edch stran. <\/p>\n\n\n\n

Vskutku, tento troufal\u00fd krok ji\u017e podstoupila \u0159ada obl\u00edben\u00fd prohl\u00ed\u017ee\u010d\u016f jako Mozilla Firefox \u010di Safari, nicm\u00e9n\u011b Chrome je st\u00e1le v\u016fbec neju\u017e\u00edvan\u011bj\u0161\u00ed prohl\u00ed\u017ee\u010d na sv\u011bt\u011b, s cca 76 % ve\u0161ker\u00e9ho trhu (t\u00fdk\u00e1 se v\u0161ech za\u0159\u00edzen\u00ed podporuj\u00edc\u00ed prohl\u00ed\u017ee\u010de). <\/p>\n\n\n\n

Jeliko\u017e byl Chrome doposud jedin\u00fd, kdo dr\u017eel ochrannou ruku nad t\u011bmito cookies, n\u00e1sledky jejich blokov\u00e1n\u00ed mohou b\u00fdt pro digit\u00e1ln\u00ed online reklamy a c\u00edlen\u00e1 publika likvida\u010dn\u00ed. Nab\u00edz\u00ed se o\u017eehav\u00e1 ot\u00e1zka: D\u00e1 se s t\u00edm n\u011bco d\u011blat? <\/p>\n\n\n\n

BUDOUCNOST PAT\u0158\u00cd DAT\u016eM PRVN\u00cdCH STRAN<\/p>\n\n\n\n

A\u0165 u\u017e pro marketingov\u00e9 \u010di analytick\u00e9 \u00fa\u010dely, cookies prvn\u00edch stran dok\u00e1\u017eou sb\u00edrat cenn\u00e1 z\u00e1kaznick\u00e1 data, kter\u00fdmi lze op\u011bt nastartovat remarketing a lookalike publika.<\/p>\n\n\n\n

Data je v\u0161ak pot\u0159ebn\u00e9 schra\u0148ovat v jednotn\u00e9 datab\u00e1zi, \u010dist\u00e1, bezpe\u010dn\u011b ulo\u017een\u00e1 a p\u0159ipraven\u00e1 k pou\u017eit\u00ed.<\/p>\n\n\n\n

Pro nastartov\u00e1n\u00ed va\u0161\u00ed \u201cfirst-party\u201d strategie je pak ide\u00e1ln\u00edm \u0159e\u0161en\u00edm Customer Data Platform, neboli CDP, kter\u00e9 p\u0159esn\u011b k t\u011bmto \u00fa\u010del\u016fm slou\u017e\u00ed.<\/p>\n\n\n\n

CDP slou\u017e\u00ed jako bezpe\u010dn\u00e9 \u00fato\u010di\u0161t\u011b pro va\u0161e z\u00e1kaznick\u00e1 data, kter\u00e1 nav\u00edc sb\u00edr\u00e1 automaticky ze v\u0161ech komunika\u010dn\u00edch kan\u00e1l\u016f.<\/p>\n\n\n\n

CDP syst\u00e9my vytv\u00e1\u0159ej\u00ed na z\u00e1klad\u011b first-party dat jednotn\u00e9 z\u00e1kaznick\u00e9 profily, d\u00edky kter\u00fdm dostanete kompletn\u00ed vhled do n\u00e1kupn\u00edho chov\u00e1n\u00ed ka\u017ed\u00e9ho z\u00e1kazn\u00edka.<\/p>\n\n\n\n

CARECLOUD JAKO ZACHRANN\u00dd KRUH<\/p>\n\n\n\n

Na\u0161e vlastn\u00ed CDP CareCloud v\u00e1m umo\u017en\u00ed z dat prvn\u00edch stran vytvo\u0159it z\u00e1kaznick\u00e9 segmenty a ty potom anonymizovan\u00e9 exportovat pro online reklamy na Facebooku, Instagramu, Skliku nebo pr\u00e1v\u011b Google Ads. Takto utvo\u0159en\u00e1 lookalike a remarketing publika poskytnou identick\u00e9 v\u00fdsledky jako dosud pou\u017e\u00edvan\u00e1 tvorba publik pomoc\u00ed pixel\u016f a snippet\u016f z t\u011bchto platforem.<\/p>\n\n\n\n

Nam\u00edsto absolutn\u00ed devastace online marketingu tak m\u016f\u017ee p\u0159ij\u00edt v\u00fdnosn\u00e1 transformace. Sta\u010d\u00ed se jen chopit p\u0159\u00edle\u017eitosti.<\/p>\n\n\n\n

Krom\u011b spr\u00e1vy datab\u00e1ze a segmentace m\u00e1 nav\u00edc CDP CareCloud \u0159adu aplikac\u00ed, kter\u00e9 zna\u010dn\u011b zjednodu\u0161\u0161\u00ed va\u0161e marketingov\u00e9 \u00falohy. Automatizace, tvorba email\u016f, anal\u00fdzy, reporty \u010di spr\u00e1va v\u011brnostn\u00edch program\u016f \u2013 v\u0161e na jedn\u00e9 platform\u011b.<\/p>\n\n\n\n

Transformujte sv\u016fj marketing pomoc\u00ed CareCloud.<\/p>","protected":false},"excerpt":{"rendered":"

Google\u2019s resolution to eliminate third-party cookies is a shock for many, and businesses reliant on them will feel the sting of this decision. However, there are ways to prepare for the coming desolation \u2013 one of them is with versatile CDP systems like CareCloud, which allows you to retain the benefits of remarketing and lookalike…<\/p>","protected":false},"author":9,"featured_media":6383,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[18,26,14],"class_list":["post-6376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-automation","tag-customer-data","tag-e-commerce"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/6376","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=6376"}],"version-history":[{"count":5,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/6376\/revisions"}],"predecessor-version":[{"id":7706,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/6376\/revisions\/7706"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/6383"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=6376"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=6376"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=6376"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}