Seasonal promotions like Black Friday provide brands with vital sales spikes, but also a rich harvest of first-party customer data. With the imminent demise of third-party cookies, it has never been more important to maximize the impact of that data, says Sean Popen, EVP at Matterkind – even if it means a change in approach.
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
As sure as Black Friday gets earlier every year, marketing leaders will spend a growing proportion of their time considering whether they’re doing enough with the customer insights they gather over the holiday season. It’s both inevitable and sensible. Third-party cookies will eventually disappear, putting first-party data center stage when it comes to delivering the personalized experiences customers have come to expect. Any brands that aren’t already preparing for a first-party-centric future, risk finding themselves in the digital doldrums, outpaced and outperformed by competitors.
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
Of course many, if not most, brands are taking some steps to generate more first-party data. Great job. Keep doing it. Do more of it. The stakes are high and the opportunities enormous. At this pivotal time of year, brands who take stock and think hard about maximizing their first-party data can unlock high-definition personalization, enhanced customer experience, and maximum return on investment – all year long.
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
But here’s the thing. Getting the data is only part of the story. It’s got to be put to work. Let’s look at three approaches you can add to your marketing data playbook to make the most of the customer data gains you made during the holidays:
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
● Reorganizing your approach to data generation
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
● Enhancing your data
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
● Six plays for data activation
How To Turn Holiday Spenders Into Loyal Customers With First-party Data | Matterkind | Open Mic
A change in approach: never stop generating data
Find what works for you and keep doing it. Seasonal sales generate great swathes of…
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