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.
Zero-party data may also be a more accurate way for brands to understand their consumers as cookies get phased out. Future ad campaigns will have to find other ways of targeting that don’t use cookies.
Final Takeaways
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.