There is more demand for personalization from consumers. Also, they have made it clear that cookie-based advertising is undesirable. So what are brands to do?
The 2021 Consumer Trends Index report polled 5,000 global consumers and, while 73% said that personalized offers based on past purchases were “cool,” 66% said ads based on cookies and tracked behavior were “creepy” (Glomb, 2021).
This shows that consumers are looking for a better experience, not a better ad. They also want more control over what they share and who it is shared with. And as an industry, we can probably do a better job of showing consumers how their data is being used for more personalization and not to spy on them.
One solution? Zero-party data. This is data shared explicitly with the brand directly from the consumer. It offers more personalization than cookies.
One way this data can be retrieved is through a value exchange, such as sweepstakes questionnaires where participants are given a chance to win something. Other methods include polls, quizzes, or interactive social media stories.
Why is This Important?
The shift to zero-party data affects all brands because the way advertising collects and uses data to reach desired audiences is becoming more personalized.
Brands need to know how cookie-less advertising will affect them. Smart brands are investing in zero-party data strategies and ensure ad campaigns are even more focused on their consumers.