{"id":4568,"date":"2021-10-19T19:59:47","date_gmt":"2021-10-19T19:59:47","guid":{"rendered":"http:\/\/www.possiblenow.com\/resources\/?p=4568"},"modified":"2024-02-28T17:02:20","modified_gmt":"2024-02-28T17:02:20","slug":"gain-customer-trust-and-modernize-your-marketing-through-proven-best-practices","status":"publish","type":"post","link":"https:\/\/www.possiblenow.com\/resources\/zero-party-data\/gain-customer-trust-and-modernize-your-marketing-through-proven-best-practices\/","title":{"rendered":"Gain Customer Trust and Modernize Your Marketing Through Proven Best Practices"},"content":{"rendered":"

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Original Article:<\/strong> The European Business Review.<\/p>\n

By Tom Fricano<\/strong><\/p>\n

The way in which businesses communicate offers, promotions and other marketing messages is changing before our eyes. Consumers\u2019 larger voice and increased power through social media has certainly been a key driver here, but changing regulations and legislation is also creating an environment for businesses to modify and modernize their marketing practices.\u00a0\u00a0<\/span><\/p>\n

In order to accomplish this, businesses need a more direct pathway and visibility into each and every individual customer\u2019s\u00a0behaviors, needs, and preferences. Organizations have traditionally relied on third-party data to reach their customers but changing policies on collecting tracking cookies and the realization that this type of data cannot provide the reliable insight into personalized preferences has left businesses looking for new and better options.\u00a0\u00a0<\/span><\/p>\n

Businesses are now building strategies to collect this personal data through direct interactions with their customers, known as zero-party data or explicit first-party data. This process results in greater trust between the customer and business and fosters more longer-lasting, mutually beneficial relationships.\u00a0\u00a0<\/span><\/p>\n

What is\u00a0<\/b>zero-party data<\/b>\u00a0<\/b><\/h3>\n

Zero-party data<\/a> is highly personal insight a customer intentionally, directly, and proactively provides to a brand because they have established a level of trust with that company. This personal insight may include preferences, insights, profile data, consents<\/a>, and how the individual wants the business to engage them.<\/p>\n

Building a Zero-Party Data collection strategy<\/b><\/h3>\n

Marketers must build a comprehensive strategy to collect, manage, and use zero-party data in new, effective and meaningful ways.\u00a0 Doing so helps them connect with prospects and customers and build trusted relationships. Old ways of doing this, such as generic web and mobile forms are no longer effective. Businesses must truly seek to offer relevant experiences that help the customer accomplish their goals.<\/p>\n

Zero-Party data collection best practices that build trust<\/b><\/h3>\n