How brands can benefit from Chrome’s 2022 release
3.5bn searches are made on Google every day and Chrome dominates the browser market with more than 60% share of global users. When Google makes a fundamental change to how their browser works, it’s big news. We learned last week that the 2022 release of Chrome will not use third-party cookies to track users’ data.
Google’s explanation is that there’s a lack of trust in the internet - 72% of people think everything they do online is tracked by advertisers, 81% believe the risks outweigh the benefits of all this data collection. Google’s explanation is they are not meeting consumers’ privacy expectations and want to address any future regulatory restrictions.
It’s an interesting move. One of the world’s biggest tech companies are potentially impacting their ad revenue - which generated $147bn in 2020 - to address privacy concerns, something many didn’t believe tech giants were truly interested in doing. But it’s going to affect brands; how will they target customers without access to this data? If they don’t know which sites users are visiting, how can they successfully engage the right consumers?
It’s pointing towards the future of customer engagement being about more conversational brand/consumer interactions. Without understanding where potential customers spend their time online, brands can use Google searches to capitalize on what customers want. These searches are high intent insights that platforms like Google’s Business Messaging (GBM) were built for. It's a channel that brands are waking up to, in our State of CX Trends 2021 report, GBM was the channel a majority of companies are focusing on building in the next 12 months.
For users, it won’t feel like they’re being stalked around the internet by an overzealous brand, and also provide convenient and personalized solutions to the search query they were looking for from their search bar. If it’s done right, consumer privacy can be protected while also getting far better CX from their favourite brands.
PepsiCo's Blueprint for Ecommerce Post-Covid
PepsiCo’s head of eCommerce, Vince Jones, believes Covid has accelerated the adoption of online grocery by up to 5 years, bringing data and technology to the fore of CPG (consumer packaged goods).
Among his recommendations is a story that getting ahead of the game, seeing the patterns of consumer behavior and recognizing the digital changes required to meet them is where brands will thrive. PepsiCo are one of the world’s biggest conglomerates, but ‘acting like a startup regardless of size’ to solve consumer challenges is key.
“The impact of the shifts is likely to be permanent. To survive in this new environment, companies need to act differently and think differently about technology investments. It’s important to...embrace new ways to foster operational agility.”
Vince Jones, Head of eCommerce at Pepsico
This section really resonated with me, especially coupled with the findings from our State of CX Trends 2021. Our brand survey found that only 24% of CX professionals believe their company is using automation to truly drive superior customer experiences. This is despite 94% recognising there’s higher expectation of digital engagement than in 2020 but legacy systems, budget constraints and a lack of understanding of new technologies is holding them back.
PepsiCo work with their retail partners to analyze trends, looking at shoppers’ purchase history to create ‘digital shelves’. They’re a frictionless and intuitive tool that informs everything from eCommerce to digital marketing spend.
Learning about digital strategies like this always reaffirms we are on the right track at Conversocial. Our platform, coupled with tools like Apple’s Pickers or Facebook Messenger’s Carousels functions provides this exact service for our partners - they have access to their customers’ intents which can influence every interaction, offering the right product, to the right person at exactly the right time
It’s been a difficult 12 months for most companies, but by recognizing the benefits of embracing the changes in consumer habits brought about by the pandemic, there’s a clear path to creating an amazing experience for your customers
And that’s all from me for the next couple of weeks. As usual, I would love to carry on the conversation at @idohacohen.