These “cookies” are part of the measurement methods of web pages and most modern browsers support them and believe it or not, they can help you in your Digital Marketing strategy!
What are cookies?
Cookies are data files (not codes) created and sent by a website and stored in the user’s browser.
In this way, the website can consult the previous activity of the browser and detect the pages visited by the user.
However, a cookie cannot erase or read information from Internet users’ computers, nor does it identify a person, but instead recognizes a computer-browser-user combination.
What are cookies for?
These files have many functions and that is why they are so important on the Internet. Here we present the main ones:
They are commonly used by application servers to distinguish users and act differently based on this, personalizing their browsing and offering them the most appropriate content according to their habits.
The intent of this information is to let websites know whether a specific user is a first-time user or a returning user.
Improve user experience
Cookies are created when a browser is used to visit a website that uses them, thus allowing:
- track the user’s movements around the site;
- help tell you where you left off browsing;
- remember your login;
- select theme, preferences, and other customization features;
- provide relevant content based on the user’s location;
- allow a simpler user experience;
- among others.
Companies in their advertising campaigns use third-party cookies to track users across multiple sites where they have placed advertising images or web bugs. In this way, it directs its advertising according to the supposed preferences of the user.
What types of cookies exist?
We can divide them into two main types:
1. According to its duration
They are created temporarily or per session in a subfolder in the user’s browser while visiting a web page. Once you leave the site, the temporary cookie is deleted.
Permanent cookies remain in the Internet user’s browser subfolder for the time that has been established or until they are deleted by the user.
2. Depending on who manages them
These are established by the same domain that appears in the user’s browser, that is, they are created by the website accessed by the Internet user and are displayed in the address bar.
Third party cookies
They are managed by a third website that owns some of the content that you see on the page you visit, such as ads or images.
What do cookies have to do with marketing?
There are two tools that make cookies a great resource for many online marketing campaigns, and these are:
Google Analytics gives owners the tools to measure how users interact with their website content.
In addition, the highest level of cookie settings allow you to track Internet users on various subdomains of that site without any additional configuration.
Remarketing or retargeting allows marketing again for the same person who showed interest in the website. Thus, cookies collect information about that user and make them receive information about said site through third-party cookies.
However, The advantages of using cookies in online marketing are:
- they present users with products related to their searches, interests, forms of navigation, among others;
- display advertisements for your website on other sites;
- they attract new clients;
- track website visitors;
- they personalize the way the user navigates;
- determine the start and end of a session;
- remind the user of the number and duration of their previous visits;
- They track users and visitors to the website.
The main purpose of cookies is identify the user storing your activity history on a specific website.
However, it cannot be used to reveal the identity or personal identification of the Internet user.
Since they only contain general information such as the URL of the page that created the cookie, the duration of the properties, its effects and its random number.
Are you one of those who love to learn about interesting topics? So don’t hesitate to follow us on LinkedInthere is incredible content!