It’s been nearly a year since Apple’s iOS 14 update came out, resulting in the death of third-party cookies. Every marketer freaked out at the thought of having to do their own work, as well as a rise in acquisition costs.
Why? It’s because brands were forced to re-think their marketing strategies. For example, acquisition costs increased and it has also influenced marketers to focus on clicks rather than relationships.
Brands need to foster long-term relationships with customers, and integrate DTC strategies into their marketing mix. Zero-party data allows marketers to become more personalised, however it comes with a risk. Consumers are 3x more likely to abandon a brand when they feel that they are being aggressively stalked with too much personalisation.
Watch this episode to discover how to use data to increase conversions:
44% of consumers said it’s ok for a brand to use their data to serve them up relevant content. Brands can provide their customers with a more personal, relevant experience. This results in increased conversion rates, increased AOV, improved engagement, and more! It’s important for marketers to think about the strategic questions required to gain the zero-party data, so they know when and how to collect the information.
Here are the top apps our eCommerce experts recommend to leverage zero-party data and drive conversions:
Octane AI is a trusted tool to support brands by building customer relationships with logical quizzes and pop-ups. It allows marketers to gain a deeper understanding of their customer relationships. For example, a skincare brand can understand what type of skin their customers have.
View our podcast episode, Personlisation = increased conversions with Octane AI.
Segment your data and use it to create meaningful flows that stand out from the crowd. Klaviyo can grow your relationships with powerful automation and ecommerce integration. For example if you are a golf retailer and specifically want to target left-handed females in Australia, you can send a targeted email flow. Once you understand more about your customers through zero-party data, these email flows can get more targeted. Currently SMS is available through Klaviyo in the USA and Australia, and they are working on it in NZ.
View our podcast episode, The future of SMS marketing with Klaviyo.
At a time when face to face shopping is a thing of the past, stand out in front of your customers by sending relevant, engaging videos. Bonjoro uses existing sales tools to send personal videos at key moments in a customer’s journey.
View our podcast episode, Personalisation is king in eCommerce with Bonjoro.
Zero-party data and personalisation go hand in hand. Utilising these throughout the customer lifecycle will give you the best results. Integrate all of these for the best results!