No matter how you decide to classify and label the consumer journey, one thing is certain: advertising has shifted from a push strategy to a pull strategy. With consumers in control, creating a one-to-one connection is a necessity for marketers. Ironically, the only way brands can deliver a more personalized experience is through the use of technology.
2016 will be a year of uber-individualization and relevancy for consumers, which is only possible through the use of first-party data. The brands that win in 2016 will go beyond using CRM information and retargeting. They’ll combine data, actionable insights, technology and (dynamic) creative to predict, remind and urge their customers. If you want to be one of the winning brands in 2016, here are three uses for your first-party data to add into your marketing strategy:
- Target emails based on website page views. By connecting your CRM data with website analytics, you can know which users are viewing which pages. Use specific page views as triggers to send an automated, personalized email and close the sale.
- Retargeting inbound phone calls. Tapping into your call center’s caller ID records are a great source of first-party data. The phone numbers that called in and didn’t convert provide a unique identifier to retarget online.
- Negatively targeting current customers. Targeting is a surgical art. Because of this, why spend ad dollars on wasted impressions? If you’re looking to increase app downloads, you can negatively target against the mobile IDs of existing customers so that you won’t serve ads to people already using your product.
Going one step further, first-party data finally gives marketers the opportunity to close the gap between online and offline attribution. By tapping into unique identifiers, we can finally create a unified attribution of incremental sales lift across every touchpoint.