As prices continue to rise, more consumers are looking for the value vs. sticking with a particular brand. Clearly, many brands are facing a difficult environment. But there are still solid opportunities to be creative and maximize marketing budgets, despite demanding conditions, that will encourage and keep consumers loyal to your brand.
Money and reputation aren’t the only things at stake when consumer data isn’t collected and managed with a privacy-first approach. Marketing, customer experience and other teams risk losing control of the data and technology they need to improve engagement and drive growth as third-party cookies go away.
The cookie jar will soon be empty. Or at least most third-party cookies will be gone, and then where will brand interactions be? The elimination of third-party cookies is a big deal. That’s why it’s more important than ever to leverage customer relationship management (CRM) data, especially first- and zero-party data.
The bedrock of any marketing campaign is first-party data; the information you have collected from and about your customers is invaluable in terms of understanding key metrics about the people who have purchased from, and/or are loyal to, your brand. Here is a quick glossary of the key categories of information you can get from third-party sources.