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Goldsmiths Digital Marketing | Module 7 Unit 2 | The cookie crumbs

Explore the way that cookies can help to move consumers along the sales funnel, and serve customised ads based on their browsing and search history.

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Transcript of Goldsmiths Digital Marketing | Module 7 Unit 2 | The cookie crumbs

When you browse the web, you leave an activity trail – a trail of cookie crumbs.
Cookies are small files that are stored on your computer. They serve as reminders to the web pages of your previous searches, set preferences, and links that you have clicked on.
In this Prezi, you will learn about how the data stored in cookes can be used to optimise a digital media campaign.
When you visit a website for the first time, you may be prompted to "enable cookies" on the site. This is like unscrewing the lid of the cookie jar.
You have now given the website permission to track the trail of cookie crumbs you leave behind as you search the site.
Small files called cookies, which are stored as text files on your computer, tablet or mobile phone, will keep a record of what you have searched for, your language preferences and the links you have clicked on.
In you provide information such as an email address or a password, and click the "Remember me" checkbox, the cookies may store that data too.
As an illustration, imagine that a consumer conducts a search for "homemade furniture" on Google. Google will place information in a cookie on their machine to remember the consumer's search.
Google uses this information to serve better ads to the user in future, and to improve its Google Instant function. However, because that cookie is now stored on the consumer's machine, it can be accessed through the browser by other sites – this is especially the case with Google Chrome users as Google Chrome stores personal profile information.
Because of the information in the cookie, that consumer may now be served an ad for homemade furniture on another website they visit, or at a later stage.
Now imagine that you are conducting the marketing for a small homemade furniture business. You may have submitted some display ad copy to the Google Ad Exchange and set up an RTB account. Because of the cookie on that consumer's computer, and your display marketing ad, the consumer sees your ad.
That is the first crumb.
After seeing your display ad, the user clicks through and is now on the landing page for the furniture company's website. They see a search bar on the page and search for "mahogany chair".
A cookie takes this piece of information about the search and alongside the search results for "mahogany chair", also provides some alternate suggestions such a cushions.
The consumer sees a chair they like, as well as a cushion that appeals to them. After registering with their email address they add both items to their cart, but then they become distracted by something and end the session before completing the purchase.
No need to worry however, because now you have the second crumb.
Because of the registration the consumer completed on the site, you now have their email address, also stored in a cookie. You now have two options:
You could email them to remind them about their incomplete purchase; or
You could remind them about their previous purchases when they next visit the site.
Both of these options are viable due to the cookie information that you have access to.
You decide to send the consumer an email, and because of this reminder, they return to the site and complete the purchase. Not only that, but two weeks later, they return to the site because of another ad they saw for your store.
They buy a side table and a lamp from you. It would seem they like the taste of your cookies.
As this Prezi illustrates, cookies are like the memory of the internet –they provide marketers with important information that allows them to serve tailored ads and follow up on customer purchases.
Cookies are also an important part of the RTB process, as discussed in Unit 1
The Unit 2 notes that follow this Prezi will explain how cookies actually work in greater detail, the laws and ethics that guide them, and how consumers feel about them.
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