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By now, marketers and advertisers (and hopefully their wider teams\/business units) are aware that the way in which they obtain and utilise data about customers online is about to change. The end of 3rd party data, and a cookie-less world, means that the landscape has shifted to using a 1st party data marketing strategy and leveraging your current customer base. It\u2019s a big change – but one that should ultimately result in safer, more privacy-focused data exchanges, as well as the opportunity to now really connect with audiences through highly targeted messaging.<\/p>\n
It also means taking the time to redevelop marketing strategies to incorporate and leverage the use of 1st party data, and try to gain a competitive advantage by getting on the front foot. To help implement a robust, future-proof marketing strategy, Google have highlighted 5 areas to focus on:<\/p>\n
It\u2019s nothing new for a 1st party data marketing strategy to start with understanding both business and marketing-specific objectives, and mapping actions to deliver against these. In the case of 1st party data, setting objectives will also identify what data is critical to gather, determine and validate the cost of acquiring this data, and make sure the right governance is in place to do so.<\/p>\n
Customers want organisations to be transparent about how and what they use their data for, and similarly want to feel they get something out of the exchange as well. Our Customer Data Platform, Wondaris<\/a>, produced a great article on providing value to entice customers to share their data.<\/a> Perception of \u2018value\u2019 can vary across audience segments, however the article highlights a number of commonly used methods that result in a successful exchange of data, including:<\/p>\n As an organisation, 1st party data is owned by you. Key to the successful acquisition of this information from customers is trust in the business and that the data will be handled responsibly. As part of putting those internal capabilities in place, marketers and advertisers should look at investing in technology platforms to help them get the most out of the data. Utilising tools such as a Customer Data Platform (CDP) to simplify and centralise data from all customer touchpoints makes for a much easier, highly informed, and successful 1st party data strategy roll-out. In addition, establishing a single view of the customer delivers more accurate analysis and attribution and enhanced omni-channel personalisation at scale.<\/p>\n In many instances, it is simply not practical for organisations to build large marketing and data teams in-house. In such cases, they can gain significant benefits from working with strategic partners whose deep expertise in data can help them fill any knowledge gaps. (Talk to us<\/a> if you\u2019d like to better understand how this type of partnership could work in your organisation).<\/p>\n<\/blockquote>\n Given the ability to use 1st party data for tailored, personalised messages across multiple channels, understanding what works, where, and with what audience is pivotal for success. Testing to assess what methods perform and get the best value out of the data is more likely to achieve business objectives (from Point 1), than a once-off scatter-gun approach. Utilising tools such as Google Customer Match will not only help test personalisation for current customers but also provide opportunity to expand an organisation\u2019s potential audience.<\/p>\n From testing to understand what works, we now come to measuring outcomes to prove ROI. Not only is it important to validate the activity that has been undertaken, this step also allows marketing teams to develop key insights and adjust where necessary – both at the campaign level as well as the overarching data strategy.<\/p>\n There\u2019s lots to consider when it comes to rolling out a 1st party data marketing strategy – it\u2019s an exercise in change management from both a strategic and tactical perspective. Whilst the execution falls in the hands of marketers, the 1st party data landscape is something that organisations as a whole need to be aware of to some degree; to understand its implications, and where required, provide support to drive success.<\/p>\n For more information on how to design and implement a first-party data strategy download our whitepaper here<\/a>\u00a0or book in to speak to a member of the XPON team.<\/a><\/p>\n As a full-stack Google Marketing Platform & Google Cloud Partner, XPON Technologies AUNZ can help to make this inevitable transition as painless as possible.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" By now, marketers and advertisers (and hopefully their wider teams\/business units) are aware that the way in which they obtain and utilise data about customers online is about to change. The end of 3rd party data, and a cookie-less world, means that the landscape has shifted to using a 1st party data marketing strategy and […]<\/p>\n","protected":false},"author":12,"featured_media":7803,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"1st party data marketing strategy","_yoast_wpseo_title":"5 Ways to Improve Your 1st Party Data Marketing Strategy \u2028%%sep%% %%sitename%%","_yoast_wpseo_metadesc":"The end of 3rd party data means the shift to a strong 1st party data marketing strategy is essential for organisations.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":" The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p> AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p> One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p> Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p> Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p> This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p> Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p> In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p> As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[391],"tags":[416,454,393],"class_list":["post-7850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-nz","tag-customer-data-platform-nz","tag-marketing-technology-nz","tag-privacy-first-marketing-nz"],"acf":[],"yoast_head":"\n\n
3. Invest in tech and organisational enablers<\/h4>\n
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4. Test and learn<\/h4>\n
5. Refine and validate<\/h4>\n