Offer consumers value for their data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2021, 2:43 AM UTC

Create calls-to-action and deliver value beyond the sales process in content resources to collect first-party data.

With privacy protection regulations like GDPR, CCPA and iOS 14 impacting brands’ ability to track users, gather data and target prospects, advertisers must create first-party data campaigns. To reach prospects, identify which online channels consumers use, and create effective top-of-the-funnel marketing strategies within those platforms.

For example, younger users are more likely to spend their time on social media channels like Snapchat. To persuade prospects to provide their information, understand consumers’ needs and pain points, then offer valuable expertise and knowledge through content resources such as infographics and guides.

However, depending on the depth of information needed, marketers must price the value of their offerings appropriately, rather than trying to gather all the data. Use CRM tools to manage information and follow-up on potential leads to collect first-party data.

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