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Marketers at big firms say the shift towards privacy and the depreciation of online cookies has had the greatest impact on their social media marketing and search marketing—and has also led them to invest more in those channels, according to recent research from Loyalty Research and Rep Data.

The report was based on data from a survey of 175 marketing leaders at Fortune 500 companies.

Most respondents say the move away from cookies and other identifiers by companies such as Apple has had a high impact on their social media marketing (67% say it has had a high impact), organic search strategies (64%), and paid search marketing (54%).

The loss of cookies' impact on marketing channels

As a result of the loss of cookies, most enterprise marketers expect to invest more budget over the next two years in social media marketing (83% expect to invest more), paid search (82%), and organic search (73%).

How budget allocation will change with the loss of cookies

Marketers say the strategic changes they are making in response to cookie loss include improving data quality (74% say they are doing), focusing on first-party data (72%), prioritizing market research (68%), and focusing on building new channel partnerships (68%).

Strategic changes marketers are making to prepare for the end of cookies

Enterprise marketers say they are currently using cookies most to capture and track website activity (93% are using).

What marketers are using third-party cookies for

About the research: The report was based on data from a survey of 175 marketing leaders at Fortune 500 companies.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji