If you give a marketer a cookie…
…Or maybe you shouldn’t. We all know at some point cookies will go away. But let’s face it – cookies are the easy way out. They relieve marketers of the hard work of building customer relationships, providing exceptional customer service, really understanding our customers’ and potential customers’ buying behaviors and preferences. But the truth is that when we do the hard work of collecting and using first-party data, our marketing programs will be more robust, targeted, and personalized – and we’re here to show you how.
Contrary to popular opinion, the sky is not falling; It’s the limit.
We all know at some point cookies will go away. But let’s face it—cookies are the easy way out. They relieve us marketers of the hard work of building customer
relationships, providing exceptional customer service, really understanding our customers’ and potential customers’ buying behaviors and preferences. We rely heavily on a black box to find likely consumers, when we really don’t have to. But the truth is that when we do the hard work of collecting and using first-party data, our marketing programs will be more robust, targeted, and personalized and will lead to deeper, more nuanced, and more successful customer relationships.
Giving up cookies is sort of like going on the paleo diet—back to basics, keeping relationships at a primary level. The metaphor probably stops there. But focusing on first-party data opens up healthy and rich interactions between brands and customers. And now, we’re inviting you to download our free white paper around how to utilize first-party data to improve your marketing. Here are some of the things you’ll learn:
- How to understand the data you currently have and the value that information represents.
- How to determine actions necessary to increase the usable information you have and to fill in the gaps.
- How to create an omnichannel strategy grounded in the data you have to reach both customers and prospects.
- How to recognize that you cannot stop at the sale but must continually be refining your relationship with those who make up your marketplace.
Of course, it all comes down to making sure the right information is in front of the right person at the right time through the right touchpoint. And it is not only to make the sale. Whether or not you are ready to make the leap to full-blown customer journey orchestration, with the help of a partner steeped in data-driven marketing strategy development, execution, analysis, and continual refinement, you can be sure using your deep understanding of your customer will drive improved performance and satisfaction on both sides of the relationship. We encourage you to read the white paper as you prepare for your next campaign.
