Data has become increasingly important in modern marketing, enabling marketers to build more relevant customer experiences. With the rise of digital channels, brands have access to vast amounts of data that can help them target their audiences better and measure the impact of their campaigns. In this article, we’ll explore the benefits of using first-party data and digital CPMs, the role of third-party data, the impact of data privacy laws, creative ways to gather first-party data, consumer awareness of data privacy rights, the pandemic’s impact on digital marketing, and collaborations with influencers and micro-influencers.
The Benefits of Using First-Party Data
First-party data is the information that brands collect directly from their customers or audiences. This data is usually more cost-effective than third-party data and provides reliable and insightful data to create personalized campaigns. Brands can use first-party data to understand customer behavior, preferences, and purchase history, which can help them create targeted messaging and offers that are relevant to their audiences. By using first-party data, brands can also track their customers’ journeys from the first point of contact to purchase, allowing them to make better data-driven decisions.
Digital CPMs and their Use in Brand Awareness Campaigns
Digital CPMs (cost-per-mille) allow brands to reach mass audiences through digital advertising. CPM campaigns are typically used for brand awareness, helping brands to expand their reach and get their message in front of a larger audience. By targeting specific demographics, interests, or behaviors, brands can optimize their campaigns for maximum impact. CPMs are usually priced based on the number of impressions a campaign generates or the number of clicks it receives.
Balancing First-Party Data and CPMs
The balance between first-party data and CPMs depends on the brand’s marketing objectives. For example, if a brand’s primary goal is to build brand awareness, then a CPM campaign may be more suitable. However, if the objective is to create a more personalized campaign for a specific audience segment, then first-party data is likely to be more effective.
Third-party data and its role in filling gaps in first-party datasets
Brands may use third-party data to fill gaps in their first-party data sets. Third-party data is collected by external sources and can provide additional insights into customer behavior, preferences, and purchase history. However, using third-party data also carries some risks since the data may not be as reliable as first-party data. Brands must research their data sources thoroughly to ensure that they are compliant with data privacy laws.
Creative ways to gather first-party data
Brands are using creative ways to gather first-party data, such as loyalty programs, surveys, competitions, and quizzes. These methods not only collect valuable customer information but also encourage engagement and interaction with brands. Loyalty programs, for example, can help brands understand customer purchasing behavior and preferences, enabling them to provide personalized offers to customers. Surveys and quizzes can help brands get direct feedback from customers on their products and services, informing future product development and customer service initiatives.
Consumer awareness of data privacy rights
Consumers are becoming more aware of their data privacy rights and are becoming more cautious about sharing their data with brands. Brands must be transparent regarding their data collection practices and ensure that customers are aware of how their data is being used. Brands must also offer customers the choice to opt-out of data collection. By building trust and transparency with customers, brands can create long-term relationships based on mutual respect and understanding.
Collaborations with influencers and micro-influencers
Collaborating with influencers and micro-influencers can provide brands with first-party data and help increase their reach through CPM campaigns. Influencers are typically well-established social media personalities with a broad reach, while micro-influencers are smaller-scale influencers with a highly engaged following in specific niches. Brands can partner with influencers to create engaging content that resonates with their audiences and collect valuable customer information in the process. By leveraging the influencers’ reach, brands can expand their audience and make their CPM campaigns more effective.
Data plays a vital role in modern marketing, enabling brands to create more personalized campaigns and reach their audiences effectively. The use of first-party data and cost per mille (CPM) campaigns can help brands achieve their marketing goals, but the balance between the two depends on the brand’s marketing objectives. Compliance with data privacy laws and transparency around data collection practices are crucial in building trust with customers. Finally, collaborations with influencers and micro-influencers provide brands with an effective way to gather first-party data and reach their audiences through CPM campaigns.
