(A continuation from a previous post)
In my previous post, I wrote about how third-party cookies are about to become a thing of the past. With privacy and security concerns becoming an issue during the pandemic, companies such as Apple and Google have decided to take action. Consumers have become wiser to their data being tracked. More users are opting out of websites tracking their data. It’s becoming slightly harder for Marketers to market to their target markets now. So, what can we do now? It’s time to get smart. It’s time to figure out another way to collect data from consumers with their consent. How can we collect data? How can we drive customer engagement? We will dive into that in this post.
First party data is data that your company has collected directly from your audience. This is made up of customers, site visitors, and social media followers. First party data is great to use because its data that comes from your own audience. Consumers are not completely ill advised when it comes to sharing information if they are getting a personalized experience. In fact, most users opt in to having their data collected to receive those personalized advertisements. A way a lot of brands are already doing this is with loyalty programs, immediate tangible benefits, and building customer profiles.
Zero party is becoming a buzzword in marketing. Unlike third party data that is usually collected by ad platforms, zero party data is collected voluntarily and directly from audience. As mentioned in my previous post, the brand Telfar is doing great work with collecting zero-party data. The brand created their own channel to interact with the consumers. Not only can users purchase a bag on the channel vis QR code, but they can upload their own videos featuring Telfar products. Another brand to completely rethink its marketing strategy is Bottega Veneta. This year, they shut all their social media accounts. They completely wiped away all the content from these social media platforms. According to the CEO Francois, the brand is relying more in its community of “fans” to market its products. The brand has been putting its efforts in more out-of-home advertising and community events.
As mentioned earlier, Google is cutting third party cookie targeting from its Chrome browser. They have been trying to find an alternative that will still please the mounting of privacy concerns. Google has come up with a third-party cookie alternative called Topics. Topics is an ad targeting solution that remains focused on user interest relying on recent browser activity. Ads will be targeted with user interests and the site that one visits.
Now that third party data and cookies are going away, first and zero party data are about to become a marketer’s best friend. Here are some suggestions on how to re-target ads and collect data from users. The first one is connecting through influencers. Many brands are already on this but using influencers to advertise your brands has been found to be a successful tool. Another suggestion is investing in good ad placements that are not just on social media. Depending on the brand, platforms such as podcasts, blogs, magazines, etc. may be a good place to place ads. One last suggestion is retargeting with a landing page. Creating a dedicated landing page on the website that is unique to the ad campaigns can increase your KPIs.