It’s not your use of third-party cookies that’s the problem — it’s what happens after those cookies have collected data.
That data can be passed on to other organisations and used for entirely different purposes, often in ways people don’t fully understand.
I’ve written about this before in a blog called “The Social Impact of Online Tracking.” While the article may now be out of date, it still offers useful background on why this matters.
Now, you might say: “But we’ve got a consent banner — isn’t that enough?” And honestly, it’s a great start.
But when we think about the kind of world we’re creating through our businesses and everyday decisions, I think we can do better. This isn’t just about permission — it’s about the future of business and the kind of systems we choose to participate in. Even when people technically consent, I suspect that if most truly understood what they were agreeing to, they wouldn’t say yes.
There’s also a practical issue: in many cases, remarketing cookies just aren’t that effective. You can end up spending far too much time analysing data, while drifting further away from the customer, from truly understanding their needs and building trusted relationships that lead to success — whatever that means for you.
So what can you do instead?
The combination I’m betting on is public relations + direct email communication.
Email remains one of the most effective ways to communicate with your audience. It’s direct, personal, and in a world where advertising and social media are increasingly fragile and fragmented, it’s worth its weight in gold.
But first, you need a way to get people interested — and that’s where real-life relationships come in.
Connecting with people who are actually in the market, engaging face-to-face, and showing up in the real world cuts through the noise in a way ads never will. And this doesn’t require hiring a full-time salesperson. You can build partnerships with local organisations and work with local media to create genuine awareness.
If you’re constantly running remarketing ads, there’s a good chance you’re wasting money. These are often people who already know about you — and may already be on your email list. So email them. It’s free, and far more effective, especially for things like event registrations.
Recently, I helped a client recover email subscribers that had been lost on another platform. We emailed them — and tickets sold within hours. Even if your mailing list only has ten people, that’s ten people who have asked to hear from you. They want updates. Don’t neglect email communication.
Stop pouring money down the remarketing drain. Collect email addresses, at events, on your website, and in person — and then actually use them — respectfully.
📌 This was Issue 23 of The Forward — our regular newsletter for conscious-minded business leaders.
Get insights and ideas like this straight to your inbox by joining our mailing list.
