What is First-Party Data and how to use it in digital marketing?03 Ağustos 2021
First-party data is information collected through your tools such as websites, Google Analytics, mobile applications, social media, surveys, e-mail, SMS, CRM systems, and analytical tools. Customers directly give their information thanks to these tools. Based on a system subject to privacy policies, it is among the safest methods of collecting data. Since the first-party data generally belongs to your customer target, it is extremely significant in the activities of brands in many fields, especially digital marketing and sales. Considered as the key element of success today, first-party data offers numerous opportunities to reinforce customer relations. Well, how to use First-Party Data in digital marketing? Let's take a look together.
The benefits of using First-Party Data
Managing the first-party data properly allows you to establish meaningful relationships with your customers. Thus, you can get to know them better, offer personalized experiences, and raise customer satisfaction to the maximum level. What is important here is how the customer relations can be amplified with their consent. Building trust is of great importance if you would like to increase customer satisfaction. Each contact point creates an opportunity to grow the trust and loyalty between you and your customer. For starters, you can provide your customers the control of their data and then benefit from a data management platform to manage first-party data. So, what will first-party data offer to you?
You collect data legally
In the modern world, where users are increasingly reluctant to share their data, collecting data through first-party methods helps you avoid legal barriers, for first-party data is based on transparency. Users often accept their necessary data to be processed by brands to make a purchasing transaction. During this legal process, the data owner is the brand that owns the website and application.
You can customize the user experience
First-party data play a key role in digital marketing practices. With the data you obtain about your users, you can analyze your web traffic and identify audiences that search specific products or are interested in a particular topic. You can prepare customized plans for your customers in many fields, such as digital advertising, content marketing, social media marketing, and e-mail marketing. Thus, you can build brand loyalty by strengthening your customer relations.
You can easily segment your customers
Today, first-party cookies that grant access to first-party data are accepted by all browsers. This means that brands can generate customer segments based on their data and target the relevant data in their digital marketing practices. With first-party data, you can reach users who visit your product websites, buy most frequently, or spend lots of money to purchase your top products.
3 ways to integrate First-Party Data into your digital marketing practices
Collecting first-party data is not only for data collection. It allows brands to develop more effective digital marketing strategies by getting to know their customers. Well, which methods to follow to integrate first-party data into digital marketing efforts? We have compiled the three most effective ways you can follow:
Create fun interaction opportunities
Just like you, your customers also like spending time with their smartphones or relaxing when they commute between home and office, wait in line to grab a coffee, or take a break from work. Thus, it is an excellent way to reveal yourself to them by creating fun and interactive content like quizzes or puzzles. During this process, where you need gamification technique, you can collect data regarding your customers' online and mobile habits and strengthen your customer relations.
Encourage them to create profiles
Your website or mobile application is among the most effective tools that you can collect first-party data. Your visitors share a lot of information with you through the profiles they create in these tools. Besides their contact information, you can also request more personal data in parallel with the industry you operate in, such as interests, body measurements, or education level. Then, you can utilize this data to customize the user experience in all content you will create for your digital marketing practices.
Listen to them a lot
People love to be asked for their opinions. Because this makes them feel they are worth listening to. When it comes to collecting first-party data, organizing surveys in each area you interact with your customers effectively. Therefore, you can measure the effectiveness of your digital marketing practices, understand what your customers expect from you, and discover the things you need to improve.