The end of third-party data is nigh. And that means, no more cookies.
We don’t mean the buttery, chocolatey kind. We mean the data gathering type, used to collect information from unaware customers going about their daily internet browsing.
From 2023, Google Chrome will no longer support cookies. Those who previously relied on this data collection strategy will have to look elsewhere. And the most obvious alternative for marketers is zero-party data.
For those making the transition from third-party cookies to zero-party data, we’re going to walk you through everything you need to know, including how to collect zero-party data.
Customers are increasingly aware of how their data is being used. In fact, 79% of Americans are concerned about how companies utilize their data.
This is because most people sign up to have their data collected, without knowing it.
Zero-party data is the opposite way to collect data. It’s data that consumers have willingly provided.
This could be via a social media poll, through a survey, or using a form on your website. The key is that you are collecting data at the source, rather than through behaviors or clicks.
Because zero-party data is information your customer wants you to know, it’s also highly valuable. Instead of inferring information, you have full insight into what your customers want without being invasive.
When building marketing campaigns, a mixture of analytics and data is going to help you achieve your goal.
The clear advantage of zero-party data is its accuracy. When consumers want to hear from their favorite brands, they share information directly with them. There’s no data or insights to be interpreted wrongly, as you’re gaining your information from the source.
Let’s take a look at some of the other reasons zero-party data is receiving more attention.
As customers willingly hand over their information, you don’t need to pay for any additional services as you do with second or third-party data.
In fact, zero-party data can be gathered with a tool as quick and easy to set up as a web form.
One in five customers don’t believe that businesses take their privacy seriously. As a company, you need to gain the trust of your audience and utilize their data valuably.
If a customer has handed over information to your company, you should be sending them relevant, valuable information and offers to show that they have shared their data with you for good reason.
Thanks to how you collect zero-party data, you can say goodbye to data compliance worries. You know exactly where your information has come from and how you got it, and your audience handed it over with their consent.
With a secure source and collection manner, there’s little to no risk involved
Modern marketing methods have shifted emphasis onto personalized experiences for customers. In fact, 71% of consumers get frustrated when a shopping experience is impersonal.
With a combination of insights, zero-party data is invaluable to understanding audience behavior and building campaigns that play into the needs and wants of consumers.
Zero-party data can be collected in a variety of different ways. From social media to website registration, let’s take a look at some of the brands already using it.
One of the most effective ways to understand your audience and personalize their experience is by encouraging registration.
This is common practice for apps, which often require registration after download. However, you can also implement this on your website.
Premium sportswear company, Fabletics, uses exclusive offers as an incentive to encourage registration.
During the registration process, it surveys customers for their style preferences. It can then show the customers clothing which they’re more likely to buy based on their answers.
The best thing about social media marketing is that your audience doesn’t need to be on your site to share information about their preferences.
Make use of tools such as Instagram Polls to find out information about your followers.
Collecting data through social media offers invaluable insight into what your audience likes and dislikes without being intrusive.
International online retailer, ASOS, asks its audience to vote through polls each week. For the audience, it’s a fun way to vote on their preferences. For ASOS, it can make purchasing decisions based on what is and isn’t popular.
Put your contact list to good use and reach out via SMS. With a 98% open rate, SMS is one of the most reliable ways to reach an audience, which makes it the ideal tool for gathering data.
Measuring effectiveness should be a priority for any service provider. The best way to measure it is by finding out through your customers, and evolving based on their response.
The feedback can then be used to adapt programmes and provide a service more in-line with what members are looking for.
SHORTCODE: SoGal Hey #SoGalBoss, welcome to the largest global network for diverse founders & funders! Could you give us more info about you? http://txt.tl/IOMTOP
Most businesses have an email list used for marketing campaigns. One way to collect additional data iis by using emails to advertize incentives in exchange for registration or information.
When UK bar chain, Simmons, expanded its chain it held a free bar for anyone who signed up.
The signup form included questions about location and contact preferences so Simmons could reach out with relevant offers to those local to each bar.
If you’re incorporating zero-party data into your marketing strategy, you should be clear about what you’re asking for and why.
We’ve touched on how customers want personalized experiences, and this offers a win-win for both parties. However, it’s important to not damage the trust placed in your business by overwhelming customers with questions, quizzes, and surveys.
Asking for relevant information that you can utilize to benefit the customer and increase conversions is the key to building trust and increasing your campaign’s effectiveness.
Stay up to date on the latest marketing trends, tactics, and strategies when you subscribe to our weekly newsletter.