Measures to protect the privacy of users online are getting stronger and can compromise brand marketing strategies. With limited access to consumer insights, it’s difficult for them to deliver a personalized experience, cross-sell and attract new customers. How to deal with data deprecation?
Qualifio sheds light on this subject in a recent blog post. We return to the measures to be implemented and the solutions offered by the specialist in interactive marketing and first- and zero-party data collection, to discover in a free demonstration.
Why Does Data Depreciation Occur?
If you work in the world of marketing and digital communication, you may have heard of data depreciation through conversations with your peers or your monitoring. However, do you really know why it happens?
To understand this, you have to go back a little in time. For several years, brands have had access to consumer data without any real limits. This information was provided by major technology platforms and websites. They were then used to create profiles of individuals to target.
If this data fueled digital advertising for a while, it will soon be ancient history. They are doomed to disappear, for four main reasons:
- Privacy laws, like the GDPR in Europe or the CCPA in California, are getting tougher;
- Browsers and operating systems now restrict data sharing to protect user privacy;
- The proliferation of “walled gardens” by large companies in order to limit access to unapproved externals;
- Consumer privacy behavior has evolved.
Qualifio’s advice to counter data depreciation and the potential of first- and zero-party data
For brands, data depreciation means rethinking how they connect with their audience and build their relationship with them. What are the steps to take to get there?
For Qualifio expertsnew approaches need to be adopted, starting with the collection of first-party data And zero party. This is information collected from interactions with users: purchase history, product preferences, activity on a website… It is reliable, usable and above all consented, because it is shared directly by consumers. For them, it’s a way to get relevant and personalized recommendations with brands they trust.
L’Oréal EMEA, the perfect example of an effective data collection strategy
To collect first and zero-party data, it is precisely on interactive marketing supported by L’Oréal EMEA. The world leader in beauty wanted to enrich the information of its existing customers and retain new ones. For this, the company has set up a data capture program in several European countries with the help of Qualifio. In just over a year, 700 campaigns were launched, reaching more than 5.5 million users.
As you will have understood, there are several ways to deal with data depreciation. The challenge remains to establish solid relationships with your audience while respecting their privacy. To do this, first- and zero-party data appear to be the right solution. Interactive marketing is the most powerful lever for collecting them.
Qualifio teams can help you get to know your customers better thanks to two unique modules:
- Qualifio Engage, to generate engagement and collect data via around fifty interactive formats (quizzes, games, competitions, etc.);
- Qualifio Loyalty, to create loyalty programs based on interaction and engagement.
To learn more about the subject and find out how Qualifio can help you create a structured data collection campaign, request your free demo now.
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