Tom Burke, CEO of AtData, explains why marketers must pursue innovative strategies in the age of cookie decline. To drive effective campaigns, it's essential to recognize the role of first-party data and email address intelligence in understanding your target audience.
Cookies are coming to an end. Marketers are still seeking alternative sweet spots to reach their target users and are increasingly turning to proprietary first-party data, especially email, to provide valuable intelligence and high ROI. Masu.
Most consumers juggle multiple email accounts, creating separate emails for work, home, and online shopping.In fact, the average user is about 1.86 Email Account. And multiple emails and other demographic information stored in different databases for a single consumer can easily confuse marketing efforts.
In this new year, marketers must focus on finding better ways to link online and offline identities in a new marketing environment that emphasizes the importance of first-party data.
Without a comprehensive view of the customer, marketers can alienate customers with generic messages, waste time on ineffective campaigns, or fall behind competitors who can harness the power of machine learning and artificial intelligence. You are at risk of becoming first party data and the effectiveness of those emails.
Big changes, better opportunities
Following its plan announced in December 2024 to gradually phase out third-party cookies for all users in the second half of 2024, Google will restrict access to third-party cookies on websites in January. Started limiting to 1% of Chrome users worldwide. Protect consumer privacy.
The impact is significant for marketers, who will no longer have a reliable channel to connect with customers at every step of the buying journey. The good news is that as long as your marketing team has the right tools at their fingertips, there are proven ways to stay in touch. There are significant benefits to eliminating the intermediary web browser and building a more direct relationship with your customers through first-party data.
According to first-party data, National Advertisers Association“Improved accuracy, reliability, and compliance enable marketers to personalize campaigns, improve customer experiences, and build long-term relationships directly with their audiences.”
This opt-in data is compliant because it is data that the customer has consented to be shared directly with the brand. Just an email address can give you a wealth of insight into who your customers are and how to talk to them. Information is more accurate, transparent, and most importantly, compliant with increasingly stringent global privacy standards.
Brand marketers use this first-party data to build personalized content and ensure campaigns respond to consumer interests.
Relying on first-party data and email address intelligence could be a game-changer for some marketing teams, making it a better option as marketers seek to connect with customers and clients.
see next: First-party data strategy for a transparent supply chain and advertising ecosystem
Integrated, comprehensive and accurate
It's not enough to collect your customers' emails or send messages to addresses you collected months, years, or even decades ago. Resolving identities is becoming increasingly important for marketers to avoid sending marketing messages to long-forgotten emails or spam traps.
Additionally, it is important to recognize when multiple customer emails belong to the same person or to the same household and accurately link that ID to the offline ID.
After all, a generic email with a coupon can bring in some sales. But emails that address an individual by name, share details about new products such as products he has in his cart online, and include coupons for nearby locations will bring even more people. Perhaps the same coupons and sweater photos that users keep clicking on might also show up in their Facebook and Instagram feeds.
To use first-party data to create deeply personalized experiences across all marketing channels, marketers first integrate all the disparate information about individuals in customer relationship management solutions and other segregated databases. is needed.
End-to-end data integration, or data fabric systems, does that. It allows you to build complete buyer profiles by gathering email addresses and the intelligence they provide, demographic information, physical location, and purchasing habits of individuals and their households in one place. Masu. Marketers can feed that information into machine learning, AI, and other segmentation approaches to build effective, targeted, and personalized campaigns.
Of course, this starts with ensuring your organization collects email and related customer data in accordance with all data privacy regulations. Continue to understand your customers' online activity and purchasing patterns to better predict what they need and want in the future.
Continuous optimization of first-party data and customer connectivity
Of course, this doesn't mean you can do it once and be done. It is important to continually assess the accuracy and comprehensiveness of first-party data, including email address intelligence, especially with the help of experts to ensure privacy compliance and best practices.
Just as nothing is static in marketing, nothing is static in customers. Staying connected to them through best-in-class data collection and integration strategies is more important than ever.
How do you use first-party data to build personalized campaigns for consumers? Let us know Facebook, Xand linkedin. We look forward to hearing from you!
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