In a year that put consumer privacy issues at the forefront, marketers faced a real challenge: how do we continue to deliver the personalized campaigns that our customers crave when those same customers are guarding access to their data more than ever?
Consumers are protecting their data with good reason. The Cambridge Analytica scandal and other misuses of personal data showed consumers that companies don’t always have their best interests at heart. For that reason, consumers have become increasingly wary of who they share their data with. As well, when consumers do decide to share their data, they have demanded a trade-off in exchange for their information.
It’s a complex world navigating these data and privacy issues as a marketer. And that’s why zero-party data will become increasingly important in 2020 and beyond.
What marketers need to know about zero-party data
To start, marketers need to get a handle on what exactly zero-party data is, and how brands are earning and using it. Earning zero-party data means encouraging customers to share data directly in exchange for something of value. When this information comes from the customer, marketers don’t have to guess what their customers want — they just have to ask.
To help marketers who are encountering zero-party data for the first time — and those who need to refine their zero-party data strategy — we’ve created a new resource, A Marketer’s Guide to Zero-Party Data.
In this guide, you’ll learn about:
What zero-party data is and why it matters
What customers expect in exchange for their data
How to collect zero-party data
You’ll also read about how brands like Air New Zealand, Air Wick, and Bowtech are earning and using zero-party data to connect with their customers.
Zero-party data is a newer concept, but it doesn’t have to be a scary one. When used in tandem with first-party data, it can help marketers create better-personalized campaigns and build more trusting relationships with their customers.