After the alarming awareness and alerts of the privacy updates which are Google’s announcement, iOS’14 update or GDPR, it is high time that the marketers re-work and re-think to strategize better and provide a better user experience
Having said that – we have better ways to work better with the close to accurate user data and make the most and best out of it.
Future = Privacy + Personalization
It’s not going to be that hard to say goodbye to third-party cookies. In fact, it’s a blessing in disguise!
Consumers today are very vigilant about every bit and pieces. According to Forbes survey 2020, 80% of the consumers are likely to purchase from brands that provide personalized experiences.
And also, consumers are expecting and looking for privacy even on the ads to their personal web information. Like we know, the government is also bringing in policies and legislations focussing on user privacy. And so will the future be personalized content with consent and privacy to the consumers.,
By the way, 91% of consumers are willing to share their information for personalized content and receive updates from the brands. And to our consumers, we could deliver a trusted user experience on their virtual journey with first-party data. First-party data is a deal between the company and the consumer with no interference from other parties which makes it legit and trustworthy. All the important events of the consumer such as login credentials, product purchase details, subscriptions are all close and intact.
So let’s see the reasons why it isn’t that bad,
Fall in love with First Party Data – It’s a Marketer’s Birth Right
Like Lotame has mentioned,” Privacy concerns surrounding first party data are minimal because you know exactly where it came from, and as a marketer, you own it outright.”
First party data are the purest, accurate and the most affordable data that a marketer can avail. At few scenarios, marketers find that it kills the user experience collecting the user information. But, with the given situation, it is an effective strategy to collect the information from the user themselves as it improves trust between the user and the organization.
Know their likes and dislikes – Retarget your users list
Retargeting your users list makes you understand the customer journey better. As a marketer, using your permutations and combinations, marketers can build the marketing funnel into stages from crawling stage to running phase which will enable the sales team to outreach the customers proactively based on their funnel and user action. The more personalised message to the customer, the closer the customer comes.
You could remind them by saying “ Hey! It’s your birthday month” or “There is a 50% discount sale on your favorite blue shoe”