Last updated December 11, 2022
Complete transparency builds trust between a website and its users, between the people and the internet: our digital infrastructure.
The intersection of trust online is the cookie notice, cookie banner or cookie consent – it’s a flashlight on the dark corners, a pair of x-ray glasses mapping out the otherwise hidden anatomy of online tracking.
What is a cookie notice and what does it mean?
The name is a bit misleading. It’s actually more of an agreement than a notice. It’s also often referred to as a cookie banner or cookie consent banner. It has many names.
The name cookie notice implies that a website has to merely notify its users of its cookies, while in reality – the European legal reality of GDPR and ePR – a website has to do quite a bit more than just that.
A cookie consent agreement would be a much better nickname than cookie notice. Why? Because a cookie notice is not just a casual brush-off about online tracking.
It’s a mutual agreement between a site and its users, a safeguard against third-party tracking and – yes, that’s right – a reform of the Internet towards a more transparent and user-educated infrastructure.
In doubt whether your website is GDPR-compliant? Test for free with Cookiebot consent management platform (CMP).
“The risk you’re bearing is not for just yourself, but it could be mission-critical,” says Isabel Montesdeoca, VP and Group Director at Forrester Research. “That’s a heavy weight that needs to be factored in. Equally, if you install a particular solution or service that makes you dramatically more competitive, more efficient … that’s an incredibly large prize for making the right choice.”
It’s not only prospects who prioritise trust. Current customers also value trust as a key attribute, and both prospects and existing customers reward trusted B2B companies with increased loyalty, advocacy, and engagement levels. Referrals and renewals from content brand constituents are also more likely to happen.
And trust isn’t just important externally: sales teams, customer service agents, and employees who trust in their company and its values are more likely to become valuable brand ambassadors with better customer relationships as a direct result.