We’ve all heard about the big changes Google is planning to roll out in 2025 but how will it affect your digital marketing and, specifically, your Wix website? A seismic shift is coming to the online advertising world, and it’s time to prepare your advertising and marketing strategy accordingly. Google Chrome, the dominant web browser, is phasing out third-party cookies and will no longer be supporting apps written in Javascript. This change is set to shake up how we track, target, and measure digital advertising, and the way apps work on some websites. But don’t panic – it’s not the end of your digital world or marketing strategy. It’s just time for a new approach.
What Does Phasing Out Cookies Mean For Your Business
First off, if you’ve been relying heavily on third-party data for your marketing efforts, it’s time to pivot. Google’s introducing new technologies like “Topics” and “Protected Audience” to replace cookies. These aim to balance user privacy with advertisers’ needs for targeting and measurement in their advertising campaigns.
But here’s the kicker – consent is still mandatory. Even with these new technologies, you’ll need to obtain user permission to process their data. So if you haven’t already, it’s time to invest in a robust consent management system.
You’ll want to seriously consider some of these key points when thinking about your future marketing strategy:
- First-party data is gold. (First-party data is data you collect directly from your customers and audiences through interactions with them.) Start focusing on collecting and leveraging data directly from your customers if you’re not already and decide specifically how you will do so.
- Contextual advertising might make a comeback. Think about aligning your ads with relevant content rather than relying solely on user behavior.
- Keep an eye on Google’s Privacy Sandbox. These new technologies will be crucial for future ad targeting and measurement.
- Don’t forget about other platforms. While the Google Chrome web browser is big, other browsers have already ditched third-party cookies.
- Transparency is key. Be clear with your customers about how you’re using their data. The more they understand why you want to collect it, what you are collecting, and how it could help improve their buying experience, the more likely they will be to give consent.
This shift isn’t just about compliance – it’s an opportunity to build trust with your audience. By respecting privacy and being transparent, you can strengthen your brand reputation.
Chrome App Support Is Also Changing
If your business relies on any third-party apps that use Google Accounts or Google Sync, there’s an important update you need to know about.
Starting in early 2025, Google’s pulling the plug on the old-school way of logging in to these apps. You know, the one where you just punch in your Google username and password? Yeah, that’s going the way of the dinosaur.
Why the change? Well, Google’s fighting for better user safety. They’re calling out these “Less Secure Apps” (LSAs), ie apps that ask for your Google credentials which basically leave the door wide open for hackers.
Enter the new “Sign-In with Google”. It’s using something called OAuth, which is a fancy way of saying it’s a lot more secure. Most modern apps are already on board with this method.
What does this mean for your business? You’ll need to take a look at some of your website functions. Identify any apps your team uses that might be affected. Check if these apps offer the “Sign-In with Google” option. If not, start looking for alternatives. Remember, this is about protecting your business data and your customers’ information.
So How Does This Affect Wix Websites?
Picture your Wix website as a smartphone. Sure, it can make calls (or in this case, show your basic info), but what if you want to do more? That’s where apps come in. Just like you’d download apps for games or note-taking on your phone, your Wix site uses apps for things like processing payments, creating forms, or booking appointments.
Now, here’s the kicker: with Google shaking things up in the web world, those handy apps on your site may not run or work properly because they use Javascript. And, no one is going to warn you, you have them installed, so it’s up to you to figure out what your website uses and how you’ll replace them, before your customers start having issues. Parts of your Wix site might start glitching out or just flat-out stop working. This could include payment processing, contact forms, and appointment booking – which would leave your customers hanging and could mean you’re leaving money on the table.
But, Don’t Sweat it! At 3SIXTY, We’re Here To Help You Adapt To Google’s Changes
So, what’s a savvy business owner to do? Start planning now! Whether it’s updating your Wix site or considering a move to a more future-proof platform like WordPress, you’ve got some decisions to make.
We’re experts at building websites and troubleshooting the one you already have. If you want to see if these Google changes will affect you before things get scary give us a call today at 647-250-1494, or book a free consultation and let’s talk. We’ll take a look at your digital marketing and your website and make sure you’re ready for 2025’s changes.
