Google’s recent declaration that it will no longer enable cookie-based tracking in Chrome is the latest acknowledgment by big tech that customers value their privacy. Since then, much of the debate has centered on how to conduct cookie-free advertising.
However, if we want to know what makes a potential consumer tick, we must go beyond inferred behavioral tracking.
We need to develop innovative ways to collect important declared first-party data from consumers, which means that consumers are ready to contribute in exchange for better-personalized marketing. By the way, the industry has established a new word to distinguish this from first-party data, but for the sake of simplicity, I’ll stick with first-party data because that’s what most of us are familiar with.
Data collected directly from consumers enables businesses to have a greater understanding of their customers, including aspects of their identity such as life stage, social or workgroup affiliations, and vocations.
And, by avoiding online stalking in the form of secretly watching consumers’ clicks and purchasing behavior, you can establish a connection built on transparency and trust from the outset.
There are various methods for collecting and utilizing first-party data. All of them fit under a wide category known as “personalization”—the practice of enticing prospects to furnish you with information about themselves in exchange for highly customized products or services.
For example, depending on how a person responds to prior questions, the quiz may inquire if they’ve gained or lost weight. And they will almost certainly respond without hesitation since that information will allow
We use all of those data points (gathered through quizzes) and construct an internal algorithm that keeps getting better.” For example, the data can be used to inform supply chain choices, such as maintaining inventory of specific sizes. It also aids in our understanding of how size trends evolve over time.
Don’t be afraid to ask questions.
Other brands request information about their customers’ jobs or personal ties in order to provide discounts on a product or service. The cheap Caribbean, for example, now offers specific discounts on trip packages to medical professionals. Customers willingly give documentation that they are a doctor, nurse, or another medical professional to qualify for the deal.
Historically, many merchants have been hesitant to ask prospects too many—or too personal—questions for fear of causing unwanted “friction.” When you realize that these questions assist the buyer in getting exactly what they want, the script shifts from invasive friction to an overall fantastic purchase experience.
Furthermore, data collected through personalization attempts can be used to drive future brand loyalty.
When you collect data openly and honestly, you begin the connection on a foundation of mutual trust and involvement, where both sides feel good about the exchange and gain from it. This is the foundation for long-term connection and loyalty.
With increased consumer privacy regulations, there is little doubt that the business is shifting—and that is a good thing. And, in this new environment, the concept of “invitation” enables both privacy and personalization to coexist.
Last Updated on October 14, 2020
