Seventy-three percent of business-to-consumer companies in Singapore are still relying on third-party data for their current marketing strategies. As such, 65% say they are not fully prepared for a cookieless world, according to a survey by cloud communication software company Twilio.

Third-party cookies are now blocked by Firefox and Safari – and will soon receive the same fate with Google Chrome by the end of 2023.

With a key pillar of the advertising- and social media-driven Internet disappearing, collecting and relying on first-party data will be vital for business survival.

Case in point: Nearly nine in ten (88%) consumers in Singapore prefer brands to only use first-party data when delivering personalised experiences.

The study also reveals a disconnect between brands and consumers regarding personalised experiences.

<span class='see_also_inread'><b>See also: <a class='gtm_see_also_1_inread' style='text-decoration: underline;' href='/digitaledge/news/apac-b2b-marketers-turning-creative-storytelling-brand-building-linkedin?utm_source=website&utm_medium=article&utm_campaign=ONPAGESEO'>APAC B2B marketers turning to creative storytelling for brand building: LinkedIn </a></b></span>

Although 75% of companies claim to provide good or excellent personalised experiences, 53% of consumers disagree, reporting bad, poor or average personalisation. This is worrying as 81% of consumers in Singapore say they will stop using a brand if it does not offer personalised experiences.

Privacy is also important to consumers in Singapore, with 54% wanting brands to do more to protect their privacy and be transparent about data usage.

They will stop purchasing the brand’s products or services (51%), reduce their spending with the brand (50%), or tell their friends and family members not to trust the brand (38%) if the company does not meet their data privacy expectations.

“Personalisation is actually getting harder to deliver [due to] high customer expectations, changing technologies, and the diminishing value of third-party cookies,” says Lee Hawksley, senior vice president and general manager, Asia-Pacific and Japan at Twilio.

“We’ve seen five fundamentals to overcoming these challenges: embrace digital, personalise every interaction, shift to first-party data, close the trust gap, and avoid engagement fatigue by increasing the quality of your interactions,” he adds.

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