Marketers must maximize and optimize first-party data collection as web browsers phase out third-party cookies.
The online marketing landscape has changed with the death of third-party cookies. Marketers must modify and reevaluate their data strategies and privacy practices to succeed.
Mass marketing is no longer effective in a world where consumers have grown to expect personalization. Brands must create customized experiences and messaging for their customers to differentiate themselves from the competition.
The solution lies in first-party data, or the valuable information collected directly from customers. This information allows brands to deliver personalized campaigns in a setting that prioritizes privacy.
Customers are likelier to stop supporting brands if they don’t offer omnichannel experiences. A brand loses value if marketing and sales teams cannot keep up with the rapid development of digital channels.
Industry professionals have long been aware of the digital-first environment. Even before the 2020 pandemic further accelerated digital, Gartner’s ‘The Future of Sales’ report predicted,
Marketers must utilize the wealth of resources provided by first-party customer data.
Optimizing First-Party Data
The key to success is to maximize first-party data collection and use. As web browsers phase out third-party cookies, marketers develop first-party data strategies to generate insights for personalized content.
If brands are using first-party data for the first time, they can begin by collecting data directly from consumers through channels they own and manage.
According to customer experience trends report by Acquia,
Here are several ways in which brands can optimize first-party data collection.
Provide options to viewers during digital events
The past few years have seen an increase in digital events like webinars. The experience invites much higher involvement from the audience.
Some webinars let participants choose what they want to learn. They could click on various URLs and websites to request a real-time meeting and schedule an event.
Offering options to viewers during webinars can assist brands in creating more engaging digital experiences. This is audience self-selection. Brands can then identify their target audience along with their preferences. This is a great source of qualified leads.
With self-selection, some people will fall at the top of the funnel, while others will fall in the middle. There will be some who are prepared to interact with the business. Brands need to provide all audiences with different options.
Create hubs of interactive content.
Most brands are now creating hubs for personalized content. Users will always get a specific result regardless of the page they navigate. It might be on a particular landing page or a website.
To increase user engagement even further when marketers share content pieces from these hubs, incorporate several interactive elements.
With interactive hubs, marketers can enhance content experiences with a chatbot, an enticing CTA, or an enrollment button.
Authoritative and informative content is still the most important aspect of these hubs. Marketers might miss out on conversion opportunities if they do not assist in creating engaging reading experiences.
Identify the Highest Priorities
Businesses must keep customers’ privacy in mind. The three main priorities in protecting data and developing robust privacy protocols are:
- Trust and loyalty
- A comprehensive strategy
- A single source of information.
Let’s go over each of them as follows:
1. Develop Loyalty and Trust
Trust and reputation are essential for success. To personalize experiences, we rely on customer data but remember the risks of using this data. Customers are wise and want to keep their data safe. Teams should, therefore, give privacy top priority throughout the customer journey.
2. Developing a Holistic Strategy
Companies face two issues: the legal issues surrounding compliance and the departure from conventional marketing strategies that endanger business performance.
When these two problems occur separately in two different departments, it can be challenging for the business to develop a cohesive strategy. Bring these two areas together and cooperate to find a solution.
3. A Consolidated Source of Current Information
Businesses can use dependable information sources for decision-making, such as Google Analytics.
By altering data collection and use policies, teams can show that they care about the customers.
The following steps help better customer data collection and usage:
- Offering incentives like ebooks and discounts to generate leads,
- Conducting surveys and offering interactive experiences to customers.
- Obtaining source-based authentication as quickly as possible.
- Ensure the website is designed with the user experience and first- and zero-party data collection in mind.
- Utilize verified first- and zero-party data, both current and new, to create audience lists for retargeting on various ad networks and direct communications.
- Reduce and eventually eliminate all cross-app site tracking.
- Obtain new clients by using similar audiences.
- Delivering more individualized, targeted experiences using zero- and first-party data will help you strengthen your relationships with high-value customers.
- Track server-side conversions to gauge performance.
- Actively pursue improved data exchange and coordination between marketing, sales, and CX departments.
It isn’t easy to develop a winning first-party data strategy, but it’s worth the effort to get it right. Businesses can gain valuable insights into their customers’ needs, behaviors, and motivations by setting clear goals. Brands must develop an efficient system for collecting and managing customer data and performing effective data analysis.