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What data strategy for the future and how to implement it?

What data strategy for the future and how to implement it?

by | Jan 16, 2024 | Collect data, Lead gen strategy

In the age of ‘big data’, and given the huge amount of data to which businesses now have access, it is becoming crucial for them to put in place a relevant data strategy. This is especially true in a world where data is becoming an increasingly valuable currency.

The transition to GA4 (Google Analytics 4) was already shaping up to be a colossal challenge for marketing teams. But the latest earthquake to rock the data landscape is the imminent end of third-party cookies announced by Google for July 2024.

This transition, which has already been made by Apple and Firefox, is forcing companies to rethink their customer data collection strategy and therefore their marketing campaigns. In this article, we share some practical advice and effective levers for updating your data strategy.

SUMMARY

Why do you need a data strategy?

In a world where lead acquisition costs and the cost per click of the main advertising networks are exploding, companies are being forced to rationalise their marketing efforts. They can no longer simply sail by sight and adjust their campaigns according to their performance, a posteriori.

To invest their marketing budgets in the right channels, on the right messages and with the right audiences, they need to base each of their decisions on hard facts. And these proven facts take the form of customer data.

These include a wide variety of information, but also of formats. Il peut s’agir de données démographiques ou comportementales, de fiches contact dans une base de données CRM, d’historique de ventes ou d’échanges avec le chatbot du service client, sans oublier les commentaires sur les réseaux sociaux.

Collecting data, in sufficient quantity and of good quality, is essential for :

  • Make business decisions based on tangible, verifiable evidence;
  • Anticipating consumer trends and meeting consumer expectations;
  • Offer more suitable products or services;
  • Personalise your message and offer a better customer experience than your competitors.

The challenge of personalisation in marketing

This last point is very important to remember. It is, 74% of consumers say they are frustrated by receiving marketing messages (in the form of sponsored advertising on social networks or email campaigns) that are not tailored to their needs.

Companies that don’t adopt a personalised marketing strategy are therefore more likely to be throwing their money away (by sending the wrong message to the wrong person). But they also risk devalue their brand image by giving consumers the feeling of being spammed and increasing their advertising burn-out.

But the key to personalised marketing is to have the right tools for collecting, analysing and activating customer data.

The 4 key elements of a data collection strategy

Any good data strategy needs to answer the following question: how do you collect data, ensure it is relevant and use it effectively?

Companies must therefore adopt a multi-dimensional approach that includes :

Relevant data collection tools

69% of consumers are more willing to interact with a brand that offers games or interactive marketing campaigns with prizes to be won. Companies therefore need to diversify their data sources by making the most of gamified experiences.

These are all the more relevant in a cookieless context. En effet, le marketing interactif offre des sources de données plus fiables et RGPD friendly. Les informations collectées seront considérées comme de first-party data, i.e. data shared directly by users with their explicit consent.

A data analysis tool

Collecting data is not enough. A good data strategy also relies on the systematic and meticulous analysis of this information.

The tool chosen by the company should preferably offer a visual representation. Data visualisation will enable all teams, even those least at ease with data, to draw relevant conclusions in terms of marketing strategy.

Identifying the right frequency to collect data

Brands need to be able to rely on relevant, regularly updated data. However, it is also crucial not to put too much pressure on users. Today’s users are more concerned about protecting their personal data.

To strike the right balance, brands can not only rely on relevant incentives to share data (such as the prizes in a marketing competition, for example). But they will also need to establish a marketing calendar to ensure that their various campaigns are sufficiently spaced out.

A data activation strategy

As already mentioned, a good data strategy should above all help the company to make better decisions. It will be used primarily to optimise its marketing efforts, in particular by delivering a personalised message to each customer and prospect.

A solution like Adictiz makes the most of the data collected. For example, companies can use it to segment their target audience, then send automated emails and personalised offers.

How to develop your data strategy

Now let’s get practical. Here are the 3 essential steps to develop a solid data strategy.

1. Define your objectives

Data collection can enable brands to optimise every stage of the conversion funnel. However, it is crucial to identify those that are the most strategic for the company, so that efforts can be focused in the right place.

A brand that has just launched, for example, could focus on lead generation. A company with a low repeat purchase rate, on the other hand, should concentrate its efforts on providing personalised offers to build customer loyalty.

2. Create targeted collection campaigns

Depending on the objectives set and the audience, the company can then run targeted campaigns. The key is to diversify sources, using a mix of :

  • digital: via competitions on social networks, as well as post-purchase satisfaction surveys by email;
  • and retail: via interactive terminals or in-store events, for example.

3. Test, analyse and optimise

A good data strategy serves all stages of the customer journey, from identifying new leads to conversion levers, not forgetting post-purchase loyalty. To measure the quality of your data and the relevance of the marketing decisions you make on the basis of it, AB testing is crucial.

Defining relevant KPIs will make it easier to analyse the performance of each collection scenario. These metrics must, of course, be aligned with the objectives chosen for the data marketing campaign.

The company can then put in place a virtuous loop consisting of :

  • testing new strategies,
  • analyse their results,
  • and continuously improve its data collection process.

Adictiz supports you at every stage of your data strategy. From creating and distributing collection scenarios to analysing and activating your customer data, find out more about our all-in-one Playable marketing solution.

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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Everything you need to know about data collection in 2024

Everything you need to know about data collection in 2024

by | Jan 3, 2024 | Activation, Collect data

You probably already know this, but the world of data is in a state of flux. The deletion of third-party cookies is underway today, providing better protection for users in accordance with the RGPD. If you are not familiar with these terms (and even tend to give you a headache), then you’ve come to the right place.

Let us unravel the mysteries of data collection, zero-party and first-party data! Let’s find out together the developments and how these changes can impact your day-to-day personal and professional strategies for collecting data.

SUMMARY

Why collect data and what exactly is involved?

First and foremost, it is important to understand the current content and the terms used. We will therefore introduce you to those rather barbaric terms zero, first and third party data.

What are zero-party first-party data?

Zero-party data
Zero party data is considered to be the Holy grail for any business!
And why is that? because it’s data that users voluntarily provide to the company. It is valuable because it is considered to be accurate and reliable. It can include user preferences, interests and demographic data. Surveys, polls and competitions are the best ways to collect this data.

First-party data
First party data is collected via a company website, for example. It cannot be accessed outside this context and is collected securely. This data is used to improve the user experience or to target advertising. It may contain several types of information (name, email address, telephone number, shopping list or information relating to visits to a site). It is collected when a customer account is created or when a conversion pixel is installed on the website.

Second-party data
Second-party data is collected via a third-party. The third party holds the data on a first-data basis, i.e on its own site. It is therefore an exchange between two companies, with no intermediary.

And what about third-party data?

  “Hi, it’s us cookies!”

Third-party data
Or third-party cookiesare data collected by intermediaries on the site visited. This data is collected from domains other than that of the site visited. Unlike second-party data, which we briefly discussed above, this data is generally managed by third parties.
Third-party cookies record browsing habits, the sites visited or the keywords searched and are used for advertising.

By the way, why are you suddenly hearing about these third-party cookies? As it happens, the impact on users’ privacy has been the subject of much debate recently. Critics accuse these uses of data collection without the consent of users. Which is an alarming subject, needless to say.

In response to these concerns, many browsers have decided to restrict third-party cookies. New regulations, such as the RGPD in Europe, have been put in place to ensure that users are better informed about this rather unusual data collection.

“This is the reason why today and every time we visit a website, were inundated with banners and pop-ups asking us to accept cookies!”

So, in order to respect the privacy of their users, many advertisers have started to turn to other types of cookies. Like the first-party and zero-party cookies that you are now familiar with, which are less intrusive (while offering more qualified advertising targeting).

Lead recruitment guide

What are the developments and how to anticipate them?

Learn to adapt to the cookieless world

The question of the disappearance of third-party cookies is not new. Let’s just say that it was highlighted by Google’s latest intervention on the subject. Indeed, several browsers such as Safari, Firefox and Tor have already taken the plunge. Google is therefore aligning itself with the competition by scheduling the deletion of third-party cookies from its search engine.

However, private advertising accounts for a large proportion of the tech giant’s revenue. We’re talking about 80% of global sales here, and to make up for this future shortfall, Google is already offering transitional tools.

This is the case with the Google Privacy Sandbox API , which is designed to replace third-party cookies.

How? This project consists of a suite of open APIs for delivering targeted advertising. Without having to collect and analyse user data (to protect their privacy).

Let’s explain:

  • Data will be stored in users’ browsers and will no longer be collected by third parties.
  • Groups of individuals will now be targeted. There will therefore no longer be individual targeting, which will focus on the common interests of a group of people.
  • The data will therefore be less focused on an individual and this will limit the risks associated with the theft of private data.

This new tool proposed by Google, although very useful, will therefore be very different from the uses we are familiar with, and the relevance of the targeting remains to be proven.

A transitional solution would then be to look at other types of data to compensate for data depreciation rather than turning to so-called “alternative tools.

Conquering zero party data

  Remember. At the beginning of this article, we talked about a type of data that is considered to be the Holy Grail for any company! If you’re going to change your data collection strategy, why not opt for the most advantageaous model?

So it’s zero-party data that we recommend you focus on.

This strategy is above all based on contract of trust between a company and its customers. And to establish this trust, brands seek to interact intelligently with their customers. In the current climate of tension surrounding data collection, it is important for companies to reassure customers while continuing to gather valuable information.

As a reminder, zero-party data is advantageous because it allows consumers to provide their data on a completely voluntary basis. When it comes to capturing purchasing intentions or customer preferences, this type of data collection represents the future of digital marketing.

But engaging your audience in this way is not so simple.

In addition to the trust placed in the brand, users also need to make the most of this exchange of good practices.

Here, the choice of the word game is particularly appropriate. An interactive format will tend to increase the time spent with the brand as well as brand recall. What’s more, if the brand offers a real interest in interacting with it – with an endowment for example – this will naturally increase the attachment and trust that users have in the brand.

Data zero-party, solutions for engaging your audience following data collection

Now you know all about good practice in data collection. It’s now time to look at the practical solutions available to you for putting in place a data collection strategy in line with your users’ interests.

Interactive campaigns: the ideal solution for generating qualified leads?

The timeless interactive mechanics can be used to meet objectives of engagement and lead qualification. Here, the idea is to spend time with your audience and give them a voice to capture thier buying intent.

Data collection customizer

Customizable is the word that best describes the Customizer mechanism. It is its main asset. In this example, we chose to customize a shoe, but it could have been a completely different product. In the end, in this strategy, the product doesn’t matter, it’s the potential for customisation that interests us.

Offering users the chance to choose the style of the next flagship product in a collection is extremely engaging and offers several avenues for collecting behavioural data:

  • customer knowledge (campaign registration form)
  • product preference
  • user preference

The customisable form can be used to collect qualified data and the selected mechanics.

Say goodbye to traditional display and hello to interactive display to engage your audience

Interacting with your audience using interactive display means that you ensure that your brand is promoted and remembered.These are the key-words of this atypical model, which above all keeps its promises: engage and stand out.

In this example, the Memory mechanic encourages the user to discover the cards in less than 30 seconds. The very principle of the game is to memorise the cards. This makes it easier to pass on important information. at the end of the game, a redirection completes the fun.

Conclusion

Finally, it is understood that the data collection strategy model is changing. The important thing is to anticipate these changes. By opting for the model that is most advantageous for you, but also and above all your users. Zero party data collection is seen as the most promising solution.

In a world without cookies, it is above all a contract of trust between a company and its consumers. In 2024, it will be necessary to interact intelligently and benevolently with its audience. Don’t hesitate to let people have their say to find out about purchasing intentions, customer preferences or simply to get to know your contacts better.

In 30 minutes, we show you how data collection can revolutionise your marketing strategy

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Data enrichment: 3 customer marketing campaigns

Data enrichment: 3 customer marketing campaigns

by | Oct 31, 2023 | Collect data, Lead gen strategy

In a constantly evolving digital world, data enrichment has become an imperative for companies seeking innovative ways to improve the quality of their databases. Data collection and enrichment are crucial to understanding customers, personalising offers and improving marketing campaigns. This is true when the end of third-party cookies is approaching, so enriching your database is essential.

In this article, we look at the benefits of data enrichment and how gamification can be a way of achieving your objectives. We will then explore three campaigns run by our customers: Cyrillus, Floa Bank and Electrolux. These examples show us how a data collection strategy has enabled these companies to re-qualify their databases and improve their conversion rates.

SUMMARY

Data enrichment: maximising customer understanding

Data enrichment plays a fundamental role in digital marketing, enabling brands to deepen their understanding of customers and optimise strategies. However, as the industry evolves, brands are facing challenges, including the disappearance of the third-party cookies from Google.

An in-depth understanding of our customers.

Third-party cookies are doomed to disappear. This is when first-party and zero-party data, is becoming valuable.

By collecting detailed data in-house, brands can gain an accurate and reliable view of their customer base. This in-depth understanding enables companies to personalise their campaigns, offer tailored products and services and strengthen customer loyalty.

Optimisation of personalisation.

Although 37% of users refuse third-party cookies, consumers still expect personalised experiences. The solution lies in data enrichment. Collected from consumers, it offers brands the opportunity to optimise the personalisation of their offers.

With customer data, companies can create targeted content, product recommendations and offers tailored to individual preferences. This increases engagement, as well as customer satisfaction.

 

Improving the effectiveness of marketing campaigns.

Enriched, accurate data enables brands to design effective campaigns, thanks to data segmentation. By understanding the buying behaviours and interests of their audience, businesses can target the right segments, adjust their messages and optimise their budget. The result is better conversion of prospects into customers.

Strengthening customer loyalty.

When brands understand their customers and respond to their needs, they strengthen customer loyalty. Customers feel valued and understood, which encourages them to remain loyal. Personalised offers can encourage customers to make repeat purchases, strengthening the relationship over the long term.

Data enrichment is becoming an asset for brands wishing to remain competitive and establish connections with their customers in an ever-changing digital landscape. By combining first-party, zero-party data and data enrichment, companies can navigate challenges, ensuring strong relationships.

In this new environment, data enrichment is emerging as an essential strategy, but also as the foundation of customer understanding in the digital age.

Gamification for data enrichment

In the digital marketing landscape, gamification is emerging as a strategy for enriching corporate data while engaging users. This clever approach transforms data enrichment into an interactive and rewarding experience, while offering companies opportunities to gather information.

Gamification involves the use of game mechanics such as challenges, rewards and competitions in non-game contexts. By integrating these elements into data collection process, brands can arouse the interest and enthusiasm of users, inviting them to share information.

The interactive games and online competitions, such as quizzes or memory games, can be designed to collect useful data while users are participating. By proposing questions within a quiz linked to a product or service, brands can obtain answers from participants, thereby enriching their customer understanding.

The use of gamification for data enrichment offers a dual benefit: it allows companies to collect data while increasing user engagement and satisfaction. By creating interactive experiences, brands can build deeper connections with their audience, while enriching their database for effective marketing campaigns!

The Cyrillus Interactive Form: exceptional data enrichment

Cyrillus data enrichment

Cyrillus, aiming to reach young mothers, has opted for a campaign based on a form with a prize draw at the end of the game. Thanks to this strategy, Cyrillus succeeded in enriching its database by more than 65%, collecting crucial information such as children’s first names, dates of birth and missing telephone numbers.

This enabled Cyrillus to personalise its offers and optimise its communication. By better understanding the needs of young mothers, Cyrillus was able to tailor its marketing in a targeted way, thereby increasing its conversion rate.

Floa Bank’s enriched form: the power of brand awareness and personalisation

Floa - Data enrichment

Floa Bank has launched a Hidden Object campaign to boost its visibility and personalise its insurance products. This campaign captivated its participants with an average playing time in excess of one minute. An opt-in rate of 48% was achieved, offering Floa Bank an opportunity to target registered users for future interactions and offers.

With 4 categories of data enriched in a second form, the collection of qualified data has enabled Floa Bank to improve its personalisation and optimise its services to meet the needs of its customers. Using the information collected, Floa Bank has been able to create tailor-made products, thereby strengthening the confidence of its customers.

Electrolux media and Memory: a memorable Valentine’s Day campaign

Example of Electrolux gamification

Electrolux launched an innovative campaign for Valentine’s Day, using the mechanics of Memory combined with media via Adictiz Ads. This enriched first-party data have enabled Electrolux to better understand its customers, optimise marketing efforts and strengthen customer loyalty. The data collected was used to personalise Electrolux’s future messages, ensuring relevance for each customer and increasing conversions.

This 100% winning campaign, offering discount vouchers, generated 1.5 million impressions. The objective was data enrichment, and thanks to this strategy, Electrolux achieved a remarkable opt-in rate of 50.17%.

Conclusion

Data collection campaigns from Cyrillus, Floa Bank and Electrolux illustrate the importance of data enrichment in the world of digital marketing. By using interactive campaigns, they re-qualifyied their databases, improved their visibility and optimised conversion rates.

Integrating gamification is an innovative step for companies seeking to understand their customers. By transforming a process that is perceived as tedious, brands gather information in a fun and effective way!

Intelligent data collection is about the quality of the information gathered. These case studies highlight the effectiveness of well-designed campaigns to enrich its database, paving the way for customer relationships when the collection of third-party cookies will no longer be relevant.

(Re)discover the essential digital Advent Calendar

(Re)discover the essential digital Advent Calendar

by | Sep 15, 2023 | Audience engagement, Collect data, Engagement, Lead gen strategy

The digital advent calendar, that essential tool that takes us back to our childhood memories, is the ideal way to celebrate the festive season. Setting up a digital advent calendar in your marketing strategy is offering you a unique opportunity. Celebrate this special time of year while strengthening the relationship with your audience.

Against this enchanting backdrop, invite your users to take part every day during the month of December. It’s a great opportunity to engage, recruit and qualify your prospects!

In this article, we explore the benefits of the digital advent calendar, how it can be used in a campaign, and some concrete customer use cases. Let’s dive into the fairytale world of these interactive campaigns that transcend the boundaries of time to connect brands with their audiences throughout December.

SUMMARY

1. Why choose a digital advent calendar?

When the lights are twinkling and the excitement around the holidays is building, brands can find a unique opportunity to connect with their audience. By the way, the French spend around 5 hours online every day. The digital advent calendar is emerging as a powerful marketing strategy.

Creating a strong commitment

Christmas is a great time for engagement, and a digital advent calendar offers a unique opportunity to spend time with your audience throughout December. Last year, an average of no less than 8 games per user were played on Adictiz’s December calendars!

Every day, a new offer or mechanic is unveiled (from a wide choice of game mechanics and customisable content), encouraging participants to return to the campaign regularly.

Recruter et qualifier des leads

A well-designed Advent calendar campaign is the ideal way to recruit and qualify leads. Beyond the fun and festive aspect it brings to the festive season, this type of campaign stands out for its ability to recruit and qualify leads strategically.

What’s more, the daily offers and surprises encourage visitors to sign up and take part, enabling brands and chains to develop a prospect base. In 2022, Adictiz recorded 800k registrations for all December calendars!

Thanks to customisable forms and a variety of mechanisms, it’s easy to qualify your database!

Collect opt-in leads

Placed on a homepage, the advent calendar will be an excellent data-gathering tool. A well thought-out form will help you transform your web traffic, which is often higher before Christmas, into opt-in leads. What’s more, this first-party data is invaluable, enabling the information gathered to be used to target future campaigns more effectively.

The more attractive they are, the more likely you are to convert visitors into subscribers. So to optimise your performance, think 100% winner and give away discount vouchers to use in the shop or on your website!

2. How to use a digital advent calendar in a marketing campaign

Now you know the advantages of the digital advent calendar. Cette deuxième partie vous plongera dans les détails de sa mise en place, révélant les astuces qui vous permettent de réaliser des calendriers performants.

Taking care of the calendar’s design

The online advent calendar is fully customisable, giving you the choice of the number of boxes, the type of content and its distribution (Facebook, iFrame or dedicated domain). The possibilities are vast, from varied game mechanics to text, image, video or downloadable content. Your visual identity is the key to an attractive campaign.

Creating a coherent story

Advent calendars allow brands to create an in-depth storytelling experience, offering users an immersive experience at the heart of their brand universe. By offering prizes to be won every day for 24 days, you can multiply the amount of contact and time spent with users. Each day has its own box and a chance to communicate with your prospects. Vous pouvez ainsi raconter une histoire ou partager les valeurs de votre marque pour toucher votre audience.

Stimulate sharing thanks to the social gauge

Some features, such as the social gauge, help to stimulate the sharing of the game between users. Encourage participants to invite their friends to increase their chances of winning. This feature generates qualified traffic and improves the return on investment (ROI) of the operation.

3. Les exemples de calendrier de l’avent digitaux par nos clients

Floa’s interactive advent calendar: A winning strategy for raising awareness and qualifying prospects

Floa-calendar

Floa Bank cleverly opted for an advent calendar to raise its brand awareness while qualifying its prospects. The results speak for themselves, with an opt-in rate of 36% and no fewer than 1,000 shares on social networks. The campaign is proving to be an undeniable success for the online bank. By implementing this creative approach, Floa has set itself apart by offering its customers an interactive and engaging experience. The advent calendar is proving to be an effective way of strengthening its presence and attracting consumer interest.

How Class’ Croute won over 50k prospects with a digital advent calendar

example-calendar

The advent calendar can be a powerful tool for attracting leads, as shown by the Class’Croute experience. Using a simple calendar with a scratch-off system, the company succeeded in recruiting no fewer than 50,000 subscribers during their campaign. This clever device captivated users, who played an average of 4.5 times each. Undeniable proof that this fun, interactive strategy is bearing fruit in terms of acquiring new prospects.

Find out how Savencia achieved a 41% opt-in rate

Savencia has set up a digital advent calendar aimed at recruiting leads for its Qui Veut Du Fromage website. With an impressive opt-in rate of 41%, the success of this initiative is undeniable. What’s more, the neat, gourmet design immerses users in the world of the brand. The digital advent calendar has proved to be an effective way for Savencia to communicate with and engage its consumers. This interactive strategy demonstrates the importance of innovation in creating lasting links with its community.

How Speedy’s campaign attracted 37k new leads

speedy-calendar

Speedy has chosen an advent calendar to attract new leads. Highlighting its various shops throughout France, the company stood out with an original and attractive campaign. The results were immediate, with the campaign attracting no fewer than 37,000 subscribers.

This strategy demonstrates the effectiveness of the advent calendar as a means of capturing the attention of prospective customers and arousing their interest in the brand. Speedy was able to take advantage of this initiative to increase its visibility and strengthen its links with prospective customers throughout France.

Conclusion

Thanks to its customisability, this traditional game mechanic can be adapted to any story you want to tell. As well as delighting your prospects and customers at the festive season, it will also enable you to achieve your various objectives. In short, this timeless device is sure to end the year on a high note!

Ready to engage your community in an unforgettable festive adventure? Then go ahead and offer your customers and prospects a memorable digital Advent Calendar!

Cookieless: how can marketing rise to the challenge?

Cookieless: how can marketing rise to the challenge?

by | Jul 24, 2023 | Collect data, Lead gen strategy

At the dawn of the cookieless era, the digital marketing is undergoing a radical transformation. Concerns about privacy and changing regulations have prompted industry players to rethink their data collection and advertising strategies. So this is the opportunity to revolutionise your digital marketing!

In this context, several approaches are emerging: contextual targeting and semantic targeting. At the same time, Google’s evolution, with the end of third-party cookies and the introduction of the Privacy Sandbox, offers a new path for privacy-friendly digital marketing.

It’s not easy to find your way around this new cookieless era, which is why we’ve brought together relevant schemes to help you see things clearly!

SUMMARY

Google and the end of third party cookies

Google has announced the end of thris-party cookies by 2024, causing an earthquake in digital marketing. The decision follows a growing awareness of privacy concerns and the collection of users’ personal data.

However, Google is offering an alternative called Google Privacy Sandbox!

Privacy Sandbox: Google’s answer to the cookieless world

The end of third-party cookies means that advertisers will no longer be able to track users across websites to target their ads. However, Google’s Privacy Sandbox introduces privacy-based techniques that preserve users’ anonymity while allowing them to deliver targeted advertising.

Google’s Privacy Sandbox is based on the use of techniques for processing data on the user’s device, rather than sending it to remote servers. These approaches, which focus on the protection of user data, mark a turning point in the online marketing industry.

However, marketers will have to adapt to these methods, which focus on the context and aggregate users’ behavior, rather than on individual data.

After years of relying on third-party cookies, cookieless marketing is proving to be a real challenge!

Yet this is an opportunity to do things differently, while respecting users’ privacy and guaranteering a secure online experience.

SSO: a solution form the cookieless world

In today’s digital world, Single Sign-On (SSO) is a solution for simplifying the user experience while strengthening security.

SSO allows users to access applications and websites using a single set of login credentials. This approach reduces the need to remember multiple passwords, making users’ life easier.

From a marketing perspective, SSO offers opportunities to help optimising advertising campaigns and understand the users’ behavior.

With SSO, users can share credentials with third-party platforms, providing access to demographic and behavioral data.

By using this information, you can personalise your advertising according to users’ preferences and interests. You can also create relevant and attractive messages!

Data collection

targeted data: the future cookieless through segmentation

In the cookieless era, where user privacy is a major concern, contextual and semantic targeting enable data to be segmented by analysing a web page and the associated keywords. This method is the response to the disappearance of third-party cookies.

Contextual targeting

Contextual targeting focuses on a web page content and the information that surrounds it.

By analysing the keywords, you can place your adverts in a relevant way, ensuring that they reach an audience with an affinity with the content.

This approach enables companies to maintain advertising effectiveness while respecting users’ privacy concerns. Indeed, no personal data is required for targeting. This makes it an indispensable strategy today.

segment data

Semantic targeting

Semantic targeting takes into account the meaning and intent of the words used in content. Thanks to machine learning algorithms, you can analyse the semantic of a text and understand the nuances between the words used.

This enables advertisers to target their advertising based on key concepts and users’ search intentions, rather than relying on cookies and personal data.

In this way, semantic targeting offers a subtle and precise approach to reach users interested in a subject, while preserving the data confidentiality.

Beyond third-party cookies: the power of first-party data

As restrictions on third-party cookie increase, advertisers need to rethink their data collection strategies to continue to target their audiences. This is where the collection of first-party data takes on its meaning.

By focusing on information provided by users, you can build a relationship and obtain data for personalising the experience. First-party data collection offers an advantage, as it is based on consent and provides an understanding of preferences.

First-party data collection is a strategy in this cookieless environment, enabling to continue to collect data from users, while strengthening the relationship with them.

Conclusion

In conclusion, the advent of the cookieless world has propelled online marketing into an era of change and adaptation.

Contextual and semantic targeting offer approaches to reach consumers without the use of third-party cookies, by focusing on the relevance of content and the meaning of words.

Google’s initiative to put an end to third-party cookies and the introduction of the Privacy Sandbox offers you opportunities to deliver targeted advertising while preserving the user’s’confidentiality.

However, it is crucial that these developments are accompanied by an ethical approach that respects privacy. Not only to comply with the regulations, but also to strengthen the bond with its consumers.

You’re now ready for the cookieless era! Now it’s up to you to revolutionise your digital marketing strategy.

User Generated Content: how can it enhance your marketing strategy?

User Generated Content: how can it enhance your marketing strategy?

by | Mar 31, 2023 | Collect data, Lead gen strategy

Developments in technology and usage have largely transformed the way brands address their prospects and customers. Using product-oriented or user generated content in marketing is a strategy that is highly appreciated by brands.
Here are some best practices for optimising this new marketing lever tjat is UGC.

SUMMARY

Create optimum conditions for publication and distribution

Blogs, forums, social networks, photo and video sharing platforms… user-generated content is disseminated across a wide range of media. Gather your community around a multi-channel marketing campaign and manage all the content published by your users to take full advantage of this strategic communication channel for your brand!

Get your community interested

Consumers are all too often exposed to advertising messages that interrupt their daily lives. Capture your audience’s attention with a fun, interactive game. Put the user experience back at the heart of your strategy to encourage them to produce high value-added content about your brand. It’s the ideal way to encourage interactivity and increase your appeal!

Sport and gamification adictiz

Vary the level of commitment

Encourage your community to create User Generated Content, share ideas and opinions, or spread your content on their favourite social networks. DIY, photos, text or video… Appeal to their creativity and boost their involvement! Using games on a regular basis allows you to maintain a relationship with your users and gain in authenticity.

Lidl photo contest

Exploit the data collected

Benefit from the richness and diversity of the content produced by your users to assess the awareness of your products and deepen your customer knowledge. Analyse the frequency and visibility of publications to identify your community’s influencers and interactions. Promote those who play the game and turn these customers and prospects into brand ambassadors!