According to the latest iOS update, only a fraction of iPhone users worldwide agree to data and movement tracking – that’s bad news for the advertising industry. In the USA, only four percent of users grant approval. Globally, the value is just twelve percent. This means that advertisers no longer receive detailed data about the activities of iOS users on the Internet in order to better target and measure digital advertising campaigns. For Apple, however, the policy is an important selling point. In addition, the privacy-friendly steps from Apple in recent months also have the attitude of Google in terms of data issues affected.
Of course, this critical IDFA change is a huge win for consumer privacy. In combination with the mandatory data protection labels for iOS apps recently added by Apple, these will in the future determine how your data is used without having to click through pages of confusing guidelines or step-by-step data protection settings. For marketers, however, data from third-party providers is becoming increasingly scarce, which in turn increases the importance of first-party data. With this in mind, the following three tips for leveraging corporate data can help increase the relevance of brands.
Customer relationships to the next level
First and foremost, brands need to be aware that everything requires consent when requesting first-party data – be it permission to send push notifications, register for a customer loyalty program, or a simple email or SMS -Send a message. The key is not just asking for a one-time transaction that resembles an impulse buy, but rather asking for a committed relationship that requires a thoughtful approach.
Not new, but essential: If you want to be successful, you have to offer your customers exactly what is relevant to them in order to establish a good, long-term relationship as quickly as possible. It is therefore important to continuously optimize the customer journey, app tours, opt-ins, and your own messages and fine-tune them with ongoing A / B or multivariable tests. A food delivery service such as Rewe could use such tests to find out whether customers would prefer to pay for their orders online or only when they are delivered. Depending on preferences, the entire customer experience can be individually improved, which ultimately leads to more completed transactions and higher customer satisfaction. And, perhaps most importantly, all of these give a brand a competitive advantage.
When first contacting them through websites and other opt-in channels, a brand should give potential customers the opportunity to choose a product and/or service preferences in order to create the best customer experience. The recording of preferences should be as granular as possible without stealing too much time from the customer or appearing invasive. For example, a sporting goods manufacturer could use their app the first time it was opened to find out who the user is shopping for, which sports and activities interest them, who the favorite athletes are, or to find out more about which improvements to the app are making the users can operate more optimally.
It also makes sense to ask about channel and frequency preferences: How often do customers want to hear from a company, for what reasons and where can new information help promote the desired relationship? The behavior of customers on the website – from tapping a button to live chat – also provides a wealth of continuously enriched insights to better serve customers as individuals. All of this information can ultimately increase customer value because recipients get what they expect. In addition, through this commitment, a brand shows a level of customer care that puts the competition in the shade.
When a brand has first-party data, they will automatically want to use it to increase sales, reduce customer churn, and meet other key business goals. And there is only one way: The CMO and his marketing department have to coordinate strategically with the Chief Information Officer (CIO) and his team. The customer experience will only be really good when marketing, sales, service, and back-office work in harmony.