How to humanize the digital experience with zero- and first-party data

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Virtually every country in the world has enacted privacy laws to protect the personal data of consumers. It began with the landmark EU GDPR regulation, which pushed and continued data spotlight as tech companies accepted consumer demand for greater control over how personal data is collected, purchased and used. Now that the EU is announcing its Digital Markets Act to counter Big Tech’s grip on the world, the U.S. Choice is working to pass the Online Act and the Open App Markets Act, which are at the top of state-led legislation that already exists. California Consumer Privacy Act.

Apple and Google have also made fundamental changes signaling the demise of third-party signals, which have been struggling to adapt to marketers and find out what the future of rapid personalization will look like.

While it seems that these laws and regulations will limit the personalization capabilities of marketers, zero- and first-party data is key to humanizing digital interactions and experiences.

Personalize campaigns with existing data

The first step in creating digital experiences that satisfy the human experience is for companies to identify their customers. Think about your interpersonal relationships: You take the time to understand the needs and desires of your friends and family, and the digital effort requires the same effort to humanize. Zero-party and first-party data, which consumers voluntarily share, or which marketers collect through behavioral patterns, can create personalized marketing experiences without sacrificing customer privacy.

By taking advantage of this customer data, marketers can develop campaigns that provide customers with relevant information such as hours of nearby physical stores, cart reminders or product instructions that meet customer needs. These tricks improve the customer experience by putting the customer first. An important and understandable value exchange between consumers and marketers. Consumers voluntarily inform brands about themselves and their interests, and marketers take advantage of this to create a seamless shopping and browsing experience.

Humanization of the digital world by Omnichannel

Digital can also help bridge the human connection. For example, if your friend is recommending a TV show, a workout, or a pair of jeans, the “social proof” is valuable information that we use as indications in our daily lives. Digital experiences can achieve the same thing. At the crucial moment of the consumer journey, companies should show customers social evidence in the form of ratings and reviews or how many other buyers they are looking at are involved with the product. This connects other people’s behaviors to their own, making the experience feel more personal than the transaction.

Zero- and first-party data is and always will be a fundamental component of Marketers Toolkit for creating personalized marketing campaigns. As the consumer path of purchase becomes increasingly nonlinear, brands must now incorporate and prioritize omnichannel strategies to level the overall experience.

For example, estimates show that consumers now check their phones 96 times a day. As consumers use their phones to locate brick-and-mortar locations for new product discovery and in-store purchases, there is an increasing need for more seamless omnichannel communication strategies. Consumers don’t buy brand X in mobile, brand X in email, brand X in social – they buy brand X.

In order to provide digital experiences that satisfy and personalize human experiences, experiences need to be connected regardless of channel. Failure to do so would be tantamount to texting your friend about upcoming plans, and then you tell them “don’t know” what you’re talking about. Experience cannot be silo.

This is an unfamiliar territory for marketers. The legal landscape on data privacy continues to expand, and that makes many industries nervous experts, although data fuel marketers live. However, this is the reason why it is so important to know how to take advantage of current customer data to generate valuable business results. By taking advantage of zero- and first-party data and establishing the right data strategy, the overall digital experience will improve.

Julio Lopez Movable Inc has senior director / practice lead, retail strategy,


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