How DeltaX Provides Quality Zero Party Data To Customer Brands
The new era of privacy has made it difficult for marketers and advertising agencies to maintain relationships with consumers. Numerous studies have established that consumers do not like to feel like they are targets of a specific brand or a company’s product. They love having a certain degree of personalization when it comes to marketing the ads they receive.
The reality today is that marketing companies have found ways to connect with their consumers’ devices such as mobile phones and are collecting their data on how they make their purchases or their internet use. This is done without the consent of consumers or considering the consequences on privacy or the impact it will have. However, though an efficient marketing strategy, the information collected is not always correct, and consumers end up being spammed with ads they have no interest in. Marketers also direct their product ads to the wrong audience.
In light of recent data scandals and privacy legislation sweeping the globe, the marketing and advertising sector is set to receive a significant blow. The General Data Protection Regulation (GDPR) has brought forth a new set patchwork of state-level laws that looks to give transparency and data control back to consumers and that marketers are going to have to comply with. This comes as a disadvantage to marketing and advertising companies that rely on third party data. According to a recent interview with DDO, the CEO of Pack-Smart, zero party data is a solution to this challenge. Don't use plagiarised sources.Get your custom essay just from $11/page
What is Zero Party Data?
Zero party data is the data that marketers entice consumers to share in exchange for a promise to offer better-personalized services. It focuses more on privacy and value. That is, the consumers’ data is collected with their consent, and they receive personalized ads depending on their interests and information. With the data, marketers, and advertisers can provide the right advice, product, upgrade, or any data when customers are making a purchase.
Already, various companies have taken the initiative to deploy zero data to ensure their customers (marketers and advertisers) receive quality zero party data. Such a company is Pack Smart Inc, the leading technology provider in packaging and digital automation. Pack-Smart Inc presented an advanced and scalable solution, DeltaX, that enables brand owners to add personal value to their products and connect with their end consumers. Through this platform, companies can access data from their potential customers.
How does DeltaX Platform provide its customers with quality Zero Party Data to enhance personalized marketing?
DeltaX is the pioneering cross-channel digital advertising platform. The company helps ad agencies and performance marketers buy, track, attribute, optimize and report media across Search, Social, Display, Mobile, and Video ads more efficiently by taking a unified data and automation driven approach.
DeltaX delivers this through;
- Using the right tools and methods to collect data
For privacy and personalization to co-exist, DeltaX platform needs to entertain and engage its consumers in return for their attention and preferred data. To do this, an effective method should be used. There are various ways through which the platform can acquire the data, but this much depends and how well the DeltaX platform can engage with its consumers. The aim of the method used should be focused on capturing the consumers’ preferences, intentions, and motivation at a particular given time. Leveraging these three key factors, DeltaX will be able to provide its customers with accurate, precise, and consumer-specific data they require to deploy ads and marketing strategies. As stated in an interview with DDO, the CEO of Pack-Smart, DeltaX prefers to use preference centers. This allows consumers to have control over the data they provide as they can manage their account preferences, channel preferences, and how they wish to receive notifications, whether it’s through emails or mobile notifications. He also mentioned that there are also mobile-first digital experiences that allow consumers to engage with quizzes, polls, and swiping tasks as a way to provide data. This will enable customers to access data that is more personalized and particular to a specific consumer.
What these methods do is they eliminate the guesswork process experienced in third party data by arming customers with quality customer data they require to not only target the right consumer but also connect with them on a personal level.
- Offering value exchange to consumers for their data
Digital customers are very skeptic when it comes to giving out their data on online platforms, and this is a significant challenge for marketers who rely on customer data to deploy their advertisements. What’s more, to power truly personalized marketing, companies require consumer information that cannot be provided by third-party data. This type of data can only be availed through zero party data and motivating consumers to provide their data. DeltaX does this by offering interactive experiences with a value exchange for customers, which is reward mechanics that give consumers a genuine reason to engage with the platform and submit their zero data not only once but also from time to time. Through this, consumers can keep their data up to date, and DeltaX customers can access real-time quality data. DeltaX also integrates the collected zero data being with its backend CRM systems and DMPs to ensure they engage their customers in a more precise way.