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Why Should You Adopt a Zero-Party Data Strategy?

by | Oct 20, 2022 | Data marketing

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Once a key tool for businesses, Third-Party data is now losing ground… A new era is emerging: that of Zero-Party data! Indeed, brands are opting for a new type of customer data collection and are realizing the importance of putting their audiences back at the heart of their marketing strategy. Directly questioning your customers and prospects has many advantages. Trustt tells you more.

What is Zero-Party Data?

The term Zero-Party Data refers to optional data provided directly by customers to a company, on an entirely voluntary basis.

When users provide their information, they know exactly who has access to this data and for what purpose it will be used. It’s a collaboration between a brand and its consumers based on transparency and mutual trust.

The latter share their information with confidence, hoping to receive in return a better user experience, tailored valuable content, or personalized offers.

The data, information, and permissions provided voluntarily by consumers will be used to create personalized marketing campaigns throughout the customer journey.

This data differs from the other three types of data, as it is provided directly by the customer and not theorized by their behavior.

Why Focus on Zero-Party Data?

Third-party cookies have long been an important source of data for marketers… Now, faced with the programmed disappearance of third-party cookies, companies must review their digital strategy. They can no longer rely on third-party data to achieve personalization as their access is now limited.

At the same time, internet users are also increasingly concerned about respecting their privacy and the handling of their information.

Brands and marketing specialists are then confronted with a rather paradoxical situation, since consumers on one hand want to protect their privacy and pay attention to how their personal data is used, but still demand that companies offer them targeted and personalized customer experiences. This necessarily implies that brands must possess certain information about their consumers.

The good news is that with Zero-Party data, all these problems don’t arise!

Indeed, in this new way of collecting data, consumers retain control.

They decide to freely and voluntarily give their information and preferences to the brands they appreciate in exchange for a better customer experience and more personalized content.

As you can understand, data collection is more than necessary to produce personalized marketing. To anticipate the imminent depreciation of third-party data, Zero-Party Data seems to be a choice option to go further in personalization and meet consumer expectations.

It’s a win-win strategy! Companies therefore have every interest in making a big place for Zero-party data in their marketing strategy starting today.

Discover Trustt

Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.

What are the 3 Major Advantages of Using This Type of Data

Zero-Party data only presents advantages for your brand:

1. Accurate and Relevant Data on Your Targets

The collected marketing data comes directly from consumers, so it is qualitative and precise.

Unlike First-Party Data, you don’t have to analyze and deduce what your customers want or their intentions based on their behaviors and reactions at each stage of the purchasing journey.

2. Create a Unique Bond of Trust with Your Audience

Obviously, the best data you can obtain as a company is that which your customers give you directly.

In this scenario, your customers trust you enough to voluntarily give you certain information about themselves.

On your end, this means that you must continue to nurture this trust permanently by offering them an outstanding experience long after their purchase.

This is how you strengthen engagement and foster loyalty among your audiences.

3. Launch Personalized Marketing Campaigns

The best way to engage customers in this saturated market is through personalization. Zero-Party Data is relevant and accurate information that allows brands to establish direct relationships with users to better personalize their marketing strategies, services, offers, and product recommendations.

Moreover, collecting this information is inexpensive, easy to implement, and allows you to create highly personalized campaigns. Ultimately, by using this data in personalized marketing campaigns, you build customer loyalty, increase your sales, and optimize the ROI of your marketing efforts!

data

How to Collect Zero-Party Data?

The best way to obtain information about your target customers and understand their preferences is to ask them directly. It’s that simple!

Companies already do this occasionally when they engage in direct dialogue with their audiences:

  • Customer service that manages user dissatisfaction. It provides answers and reassures customers. However, customer feedback is still underutilized by companies, even though it represents a wealth of knowledge,
  • Satisfaction surveys sent to customers after a purchase, inquiring about the quality of a service or a phone conversation with a company representative,
  • Loyalty programs are also a good source of consumer data.

Whether it’s questionnaires, surveys, quizzes, or testimonials on social media, there’s a whole range of fun and interactive ways to quickly collect Zero-Party Data on a large scale from your target customers.

In implementing a Zero-Party Data strategy, your customers themselves reveal what they plan to buy, their preferences in terms of communication channels, or under what circumstances they would be likely to purchase a particular product…

Trustt is a SaaS software helping brands collect fresh and proprietary data (from their own community) through the implementation of an ambassador program directly on their website:

  • Collection of authentic and detailed reviews under product pages on their website and quality UGC on social media;
  • Obtaining key figures on what consumers think about product usage through usage tests;
  • Detection of consumption criteria of your target audience through transparent and “win-win” proprietary data collection.

Thanks to this First-party data and Zero-Party Data, brands can gain a better understanding of their targets, deliver highly personalized marketing campaigns, create an ideal customer journey, and maximize the commercial success of their products.

Team Trustt
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