{"id":18294,"date":"2023-11-30T16:23:27","date_gmt":"2023-11-30T15:23:27","guid":{"rendered":"https:\/\/trilogi.com\/blog\/ecommerce-i-marqueting-digital-el-2024-com-fer-marqueting-sense-cookies\/"},"modified":"2026-10-23T18:20:30","modified_gmt":"2026-10-23T16:20:30","slug":"ecommerce-i-marqueting-digital-el-2024-com-fer-marqueting-sense-cookies","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/ecommerce-i-marqueting-digital-el-2024-com-fer-marqueting-sense-cookies\/","title":{"rendered":"eCommerce i m\u00e0rqueting digital el 2024: com fer m\u00e0rqueting sense cookies?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">El <strong><em>cookieless<\/em> en el <em>m\u00e0rqueting <\/em>digital<\/strong> \u00e9s una realitat de cara al 2024. El bloqueig de les <em>cookies<\/em> de tercers per part del navegador Chrome, propietat de Google, obre un terreny inexplorat i obliga a replantejar les estrat\u00e8gies de<em> m\u00e0rqueting.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un m\u00f3n digital sense <em>cookies<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aquest canvi anunciat suposa un augment de la privacitat de l\u2019usuari i, tot i que ja era vigent en navegadors com Safari o Firefox, <strong>l\u2019arribada a Chrome fa que afecti el 70 % dels usuaris<\/strong> de la xarxa a tot el m\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El canvi nom\u00e9s afectar\u00e0 les conegudes com a <em>cookies<\/em> de tercers, \u00e9s a dir, les de <strong>prove\u00efdors externs a la p\u00e0gina que acostumen a fer-les servir per obtenir dades i estad\u00edstiques<\/strong>. S\u00f3n molt rellevants per con\u00e8ixer el comportament d\u2019un usuari davant d\u2019una campanya determinada i el cam\u00ed que segueix fins a la compra. Gr\u00e0cies a elles, coneixem l\u2019\u00e8xit d\u2019una estrat\u00e8gia o podem filtrar a qui adrecem els anuncis. Per\u00f2, amb la seva eliminaci\u00f3, sorgeix la gran pregunta: <strong>com fer<em> m\u00e0rqueting<\/em> sense <em>cookies<\/em><\/strong><em>?<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Ads i el Consent Mode<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Per posar en marxa aquesta nova forma de privacitat, Google ha creat l\u2019anomenat Consent Mode. No hem d\u2019oblidar que <strong>el gegant d\u2019internet \u00e9s un dels que recopilen aquestes dades per a serveis com Analytics o Ads<\/strong>. \u00c9s a dir, ha creat la seva pr\u00f2pia escletxa per poder continuar recopilant dades dels usuaris per con\u00e8ixer les conversions o la tra\u00e7abilitat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si l\u2019usuari rebutja aquest mode, les seves dades es recopilen,<strong> per\u00f2 de manera an\u00f2nima<\/strong>, per poder seguir-ne l\u2019evoluci\u00f3, per\u00f2 sense possibilitat d\u2019aplicar estrat\u00e8gies com el rem\u00e0rqueting. Per exemple, es recopilar\u00e0 autom\u00e0ticament la marca de temps o la URL de refer\u00e8ncia, per\u00f2 si no dona el consentiment, desconeixerem la seva identitat i no podrem intentar recuperar la compra.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Estrat\u00e8gies de <em>m\u00e0rqueting<\/em> digital sense <em>cookies<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Un dels principals aspectes que es veuran afectats en les <strong>estrat\u00e8gies de <em>m\u00e0rqueting<\/em> digital sense<em> cookies<\/em><\/strong> de tercers \u00e9s la segmentaci\u00f3. Ser\u00e0 m\u00e9s complex trobar els usuaris adequats per al nostre negoci, de manera que la distribuci\u00f3 ser\u00e0 m\u00e9s \u00e0mplia. Per\u00f2 hi ha alternatives per millorar i aplicar estrat\u00e8gies adequades:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><em>Cookies<\/em> pr\u00f2pies<\/strong>: les pr\u00f2pies continuaran funcionant i \u00e9s el moment de treure\u2019n el m\u00e0xim partit. Haurem de recollir m\u00e9s dades al nostre web creant contingut de qualitat que ens ajudi a generar <em>leads<\/em>.<\/li>\n\n\n\n<li><strong>Optimitzaci\u00f3 web<\/strong>: el nostre lloc necessita cada vegada m\u00e9s autoritat. El posicionament SEO i els <em>backlinks<\/em> guanyen rellev\u00e0ncia per arribar als usuaris.<\/li>\n\n\n\n<li><strong>Models predictius<\/strong>: cal incorporar el <em>machine learning<\/em> per omplir els buits i crear un<em> buyer persona<\/em> realista que supleixi la manca d\u2019informaci\u00f3.<\/li>\n\n\n\n<li><strong>Generar sobre el context<\/strong>: importa m\u00e9s on \u00e9s l\u2019usuari que qui \u00e9s. Els anuncis es poden fer en espais relacionats amb el nostre negoci.<\/li>\n\n\n\n<li><strong>Contingut interactiu<\/strong>: la interacci\u00f3 \u00e9s clau per aconseguir m\u00e9s dades. Si ofereixes alguna cosa diferent, l\u2019usuari estar\u00e0 m\u00e9s disposat a donar-te informaci\u00f3.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Posant el focus en aquests aspectes podrem continuar aplicant estrat\u00e8gies rendibles per a l\u2019empresa. A m\u00e9s, no podem oblidar <strong>les eines de Google: el seu mode de consentiment l\u2019ajudar\u00e0 a disposar d\u2019una gran base de dades <\/strong>que permetr\u00e0 crear estrat\u00e8gies amb la seva nova eina PMax.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per fer-ho, caldr\u00e0<strong> integrar les API de seguiment al nostre web<\/strong> per continuar mesurant les conversions. L\u2019obtenci\u00f3 de dades es complica en benefici de l\u2019usuari, per\u00f2 es poden desenvolupar estrat\u00e8gies que continu\u00efn sent efectives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019arribada del <em>cookieless <\/em><strong>al <em>m\u00e0rqueting<\/em> digital<\/strong> implica readaptar les estrat\u00e8gies. Aix\u00f2 suposa un proc\u00e9s de reorganitzaci\u00f3 i d\u2019assaig i error amb noves formes de captar l\u2019usuari. \u00c9s el moment de preparar-se per a aquesta revoluci\u00f3. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>El cookieless en el m\u00e0rqueting digital \u00e9s una realitat de cara al 2024. El bloqueig de les cookies de tercers per part del navegador Chrome, propietat de Google, obre un terreny inexplorat i obliga a replantejar les estrat\u00e8gies de m\u00e0rqueting. Un m\u00f3n digital sense cookies Aquest canvi anunciat suposa un augment de la privacitat de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16906,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>eCommerce i m\u00e0rqueting digital el 2024: com fer m\u00e0rqueting sense cookies? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Aquesta \u00e9s la gran pregunta. I ara qu\u00e8? Ser\u00e0 m\u00e9s complex trobar els usuaris adequats, per\u00f2 hi ha alternatives. 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