With the rapidly approaching cookie-less world and the inability to access 3rd party data, obtaining 1st party data is critical for an organisation’s ongoing success. But it’s not as bad as it sounds - the benefit of 1st party data being unique to your business and your customers/audiences are that it opens up highly specific and better targeting opportunities for marketers to deliver more personalised messages than ever before.
Whilst 1st party data generally comes with fewer privacy challenges and allows you to really talk to your existing and potential customer’s needs, it’s data that’s often the hardest to obtain, as it involves your audience’s willingness to share their information with you.
Could you give us your details… please?
So how do you entice your audience to part with their details (or currently, accept cookies on your website)?
By providing value when they interact with you.
Depending on the product or service you are trying to sell, and the customer type, the perception of what constitutes a value exchange will differ. However there are common, overarching areas for marketers to focus on when planning their 1st party data strategy:
What does value look like?
As mentioned, the perceived value and therefore motivation/incentive to share 1st party data will vary across audience segments.
Some of the current methods actually engage with a user prior to, or irrespective of, any purchase taking place. These can include:
How do we know what will work for our audience?
Build trust, ask, and test.
A 1st party data strategy isn’t static. It requires marketers to continually measure and refine what is working and for whom - much like the campaigns that will come out of gathering this unique data. Without cookies and 3rd party data, organisations have to focus on how to develop a strong value proposition in order to reach new, as well as nurture and retain existing, customers going into the future. And it’s a strategy that if done well, will become one of, if not the, powerful tool in their kit.
The Wondaris cloud platform allows you to link all of your business and marketing data sources so you can better understand what’s driving people to your brand and how you can ensure they stay loyal to you long-term. Connect with the Wondaris team today.
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When it comes to navigating Google Ads with new privacy, browser, and regulation changes, Google developed their Customer Match tool to help bridge the gap, enabling organisations to better leverage their 1st party data for advertising campaigns.