The Marteq Alert
3.7K views | +0 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

Why Marketers Are Prioritizing In-App Notifications in 2021 - Street Fight

Why Marketers Are Prioritizing In-App Notifications in 2021 - Street Fight | The Marteq Alert | Scoop.it
“In-app, web push, and mobile push notifications are the only channels marketers plan to use more frequently in 2021 than they have previously. This tells us that the sudden boost in consumers’ mobile usage in 2020 pushed marketers to overhaul their customer engagement strategies with a stronger focus on the mobile experience,” says Iterable’s Alyssa Jarrett. “Now that marketers are more comfortable with harnessing mobile channels, we anticipate that more of them will leverage AI-driven tools and zero-party data in 2021 to better personalize their messages and build a more cohesive brand experience.”
CYDigital/marteq.io's insight:

Or you can push out messages directly from the Marteq application, from where you collect zero party data and run queries against it, then send your notifications.

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

2021 Data Predictions: What To Expect In The Year Ahead - B&T

2021 Data Predictions: What To Expect In The Year Ahead - B&T | The Marteq Alert | Scoop.it
There will also be a continued shift away from data collected by third party cookies in 2021. Back in January – when the term ‘coronavirus’ was starting to be thrown around – Google revealed its plans to deprecate third party cookies on Chrome. This jump started the race for businesses and advertisers to find new ways to collect actionable data. Offline data is the current frontrunner, with a particular premium on genuine purchase transactions that can be aggregated to an extent that balances consumer privacy.

While first party data has been an essential part of data strategies in recent times, zero party data could very well have its moment in 2021. Zero party is data that is owned by the customer that is proactively shared with a brand. It is not data that is ever sold or transacted, rather, it is all about improving customer experiences through self reporting. This might include preference data or purchase intentions. The difference between first party data and zero party data is that while an organisation technically owns its customer’s first party data, they do not own zero party data.

The rise of zero party data will come as customers continue to demand better experiences and expect brands to manage their data in an ethical and compliant way. Businesses should start thinking of ways to collect this zero party data to be prepared for this coming change.
CYDigital/marteq.io's insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The 2021 Customer Engagement Report - Merkle

The 2021 Customer Engagement Report - Merkle | The Marteq Alert | Scoop.it

"In addition to unlocking first-party data through enterprise data platforms and CDPs, brands also feel the need to increase zero-party data acquisition. Zero-party data is that which a customer intentionally and proactively shares with the company. It can include transaction intentions, preference data, personal context, and what the customer thinks about the company. Zero-party data will become increasingly important as third-party data sources become less relied upon to complete private identity graphs.

 

Ideally, zero-party data can be some of the most valuable data acquired. Marketers don’t have to infer customer preferences or behavior through secondary behavior but are instead explicitly told, straight from the source. The best zero-party data is when the customers trust the brand and are willing to volunteer their data with the understanding that it will improve their experience.

 

Gathering zero-party data is a capability in itself, and new programs and capture methods have to be built and deployed. The data can be gathered through transactions, during conversations with the customer in person or online, or requested directly through forms or surveys. While volunteered information for its own sake might be preferred, marketers may also offer incentive programs in exchange for personal information, such as a coupon or discount. This could include offering a quote, useful information, a newsletter, or exclusive content in exchange. It could be in exchange for early or preferred access to special or limited products or services. The data request might be part of a loyalty program with rewards or points. It might be a contest or use gamification tactics. Marketers can get quite creative in how they approach these programs."

CYDigital/marteq.io's insight:

You definitely want to review this report. It's everything the marketer needs to know about the incredibly fast moving environment, and where its going.

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger - Marketing Dive

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger - Marketing Dive | The Marteq Alert | Scoop.it
Outside of pandemic demands, marketers made one item a top priority in 2020: first-party data. As cookies and mainstay methods of in-app tracking go the way of the dinosaur, forging a personal connection with consumers has become essential, but will prove more challenging than conducting digital marketing the old way.

"It was definitely simpler to collect that [third-party] data," said Raphael Ravilla, partner, media and connections planning at Marcus Thomas. "It's going to be harder to collect first-party data that's authenticated and whatnot, but it's going to: 1.) make marketers try harder to get that data, but 2.) it's also going to be cleaner data than what we were using."
CYDigital/marteq.io's insight:

Wrong! Zero-party data!

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

2021 predictions: marketing, advertising, and mobile | Mobile Marketing Magazine

2021 predictions: marketing, advertising, and mobile | Mobile Marketing Magazine | The Marteq Alert | Scoop.it
Rob Fagnani, Head of Business Development, Formation.ai
“Unprecedented shifts in consumer behavior due to the pandemic have left many companies scrambling to figure out effective ways to connect with their customers to build trust and remain top of mind. Marketers have increasingly leveraged their first- and zero-party data to glean insights, and the need to generate insights at the individual level vs. segment level has become all the more important.”

“The pandemic threw a wrench in traditional segmentation models that measure recency, frequency, and spend. Marketers have realized that they need tools that allow them to more nimbly respond to changes in customer behavior. Expect that marketers will increasingly partner with their analytics teams and leverage tools that more dynamically build segments and customer audiences based on more granular criteria that informs customer context.”
CYDigital/marteq.io's insight:

It's more than gleaning insight: ZPD includes real time monitoring and reaction to consumer desires.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Predictions: 14 digital marketing predictions for 2021 - CMO Australia

Predictions: 14 digital marketing predictions for 2021 - CMO Australia | The Marteq Alert | Scoop.it
Cheetah Digital VP go-to-market APAC, Billy Loizou questions if the industry got it wrong, with trust at an all-time low and consumer data security issues at an all-time high following data breaches and new regulations. He imagines a world where the consumer owns their data and has a single brand view, where they can store all the different data points brands have about them in one place.

SlickText CRO, Brian Wilson, sees this leading to permission-based campaigns becoming more normalised throughout all marketing channels. “You know customers actually want those notifications and touchpoints because they opt in for them, creating a greater marketing ROI while connecting you with your core audience, says Wilson. 
CYDigital/marteq.io's insight:

Giving ownership over to your consumers, then asking their permission to use it in exchange for a digital reward, maximizes trust and transparency, and leads to a deeper consumer engagement.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Marketers backing AI and zero-party data for 2021 success - Business Matters

Marketers backing AI and zero-party data for 2021 success - Business Matters | The Marteq Alert | Scoop.it
Given this trend, brands are expanding their mobile and in-app channel messaging capabilities. By the end of 2021, 92% of U.K. B2C brands plan to have a mobile app – 66% businesses currently have an app in place and 26% plan to build one in 2021. Brands are also keen to ramp up their use of data to enhance their offering to customers.  Next year, 78% of U.K. marketing leaders expect to use zero-party data more (defined as information customers freely and intentionally provide to a brand) to personalise messaging experiences.

Vocell concluded: “With marketers heavily investing in zero-party data and elevating the importance of mobile, 2021 will solidify mobile apps as a marketing standard as companies aim to create a truly personalised customer experience based on data of what consumers really want.”
CYDigital/marteq.io's insight:

ZPD is just as in-demand in the UK as it is state-side.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Martech Marching Orders: Apps And Customer Acquisition Are High On The 2021 Priority List - MediaPost

Martech Marching Orders: Apps And Customer Acquisition Are High On The 2021 Priority List - MediaPost | The Marteq Alert | Scoop.it
The respondents expect to add platforms in these areas: automation, data warehouse/customer data and data analytics, all of which would facilitate personalized email marketing. Indeed, email deliverability technologies also make this list, although they are fifth.

In line with this, 78% will use zero-party data — data provided by customers themselves — to drive personalization. 

This could also denote a turn from third-party data, a move that would reduce their compliance concerns.
CYDigital/marteq.io's insight:

That's a far higher percentage than forecasted by Forrester, but I wouldn't at all be surprised if the real answer is somewhere between 25% and 78%. There's a distinct need.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

2021 Marketing Trends: Dissecting the Unexpected - Iterable

2021 Marketing Trends: Dissecting the Unexpected - Iterable | The Marteq Alert | Scoop.it
78% of marketers also plan to use zero-party data—data given explicitly to a brand by customers—to better personalize messaging experiences in 2021. 

Zero-party data is also ready for a big jump in utilization as brands identify new customer data sources to leverage in place of third-party cookies, which Google plans to eliminate by 2022. And even though consumers consider data privacy to be important, they still expect an individualized experience from brands.

Marketers can navigate this challenge with zero-party data by collecting data from consumers transparently and directly. Additionally, zero-party data gives marketers a chance to welcome consumers into a conversation with their brand as well as give them a share of voice and sense of partnership. 
CYDigital/marteq.io's insight:

This is a far higher percentage than what we've found, e.g., Forrester projects 25% of marketers to use ZPD. Regardless, it's unstoppable right now, and we're in the right place at the right time.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Brands Need New Tiers Of Customer Data, Merkle’s Swindle Says – Beet.TV

In 2020, the new focus for brands is gaining a real, direct relationship with audiences.

If they don’t already have those records, they need to gather them – and that’s going to mean providing attractive value in return for signals like email addresses. Some are coming to call this voluntarily-supplied information “zero-party” data.

“You really want to personalise and make those experiences most relevant for consumers,” Sandra Swindle, SVP, CRM Technology Delivery Lead at Merkle says. “But, in order, to do that brands need that data back.

“And so, giving an exchange of value for that data, is something that a lot of brands are working on right now in order to keep that consumer profile or understand how to make their products work for consumers and drive what consumers are looking for. Tomorrow is going to continue to be relevant as we move into this compliance era.”
CYDigital/marteq.io's insight:

Concisely captured and communicated! ZPD = trust and transparency.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

2021 prediction: CMOs will be forced to radically 're-engineer' a key strategy method - Yahoo

“The inevitable death of the third-party cookie and the growing regulatory scrutiny of digital advertising ecosystems will force CMOs and their marketing teams to reengineer the way they obtain and manage consumers’ personal data.

“In 2021, one in four CMOs will seek the support of comprehensive consent management solutions that enable contextually relevant, zero-party data collection and allow marketing teams to manage consent, including opt-out and do not sell, and customers’ preferences.

“If implemented properly, these solutions provide marketing teams with increased data granularity and accuracy. They can also deliver CX improvements. CMOs who lack these tools or rely on solutions that focus solely on cookie management and measurements must start evaluating alternative options now.”
CYDigital/marteq.io's insight:

Boom goes the dynamite.

 

This is EXACTLY what we do! Contact me for more info: we are about to launch a pilot program, so if you're interested in getting a jump on 2021, contact me at joe@marteq.io.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The downfall of adtech means the trust economy is here - TechCrunch

The downfall of adtech means the trust economy is here - TechCrunch | The Marteq Alert | Scoop.it
I believe the future of marketing is the trust economy. The Stop Hate for Profit campaign, the invasion of privacy and shifting attitudes and behaviors of consumers point to the end of an era where marketers relied upon third-party data. Trust is now the most impactful economic power, not data. We conducted research earlier this year with eConsultancy, and our findings revealed that 39% of U.S. consumers don’t like personal ads driven from cookie data. People don’t want to be tracked and targeted as they click around the web. Ad tech’s roof is caving in and marketers must adjust.

The old methods of marketing won’t carry you through into the era of the trust economy. It is time to look to new channels and revisit old channels. We have to shift back to the channels where we own what is being said. Advertising on social platforms should be focused on driving consumers to owned channels where you can capture their permissions and data to connect with them directly. Consider email as a channel to focus on.

Don’t worry — it works. That same eConsultancy report found nearly three out of four consumers made a purchase in the last 12 months from an email sent by a brand or retailer and massively outperformed social ads when it came to driving sales. Similarly nine times as many U.S. consumers want to increase their participation in loyalty programs in 2020 than those that want to reduce their involvement. You have to ensure you are owning your data and loyalty programs are a treasure trove of consumer data you own. Emily Collins from Forrester does a good job of explaining why you can achieve this with a true loyalty strategy, not just a rewards program.
CYDigital/marteq.io's insight:

From Cheetah Digital, who we consider a competitor for a newco. Their CMO's words are accurate: we completely agree that we're now in the throes of the "trust economy."

 

To elicit trust, there must be communication, and the basis for trust-driven communication is your express willingness to give consumers control over their data, then ask for permission to access and use it for their advantage. 

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Whether you’re a brand or an agency, standing still simply isn’t an option - The Drum

Whether you’re a brand or an agency, standing still simply isn’t an option - The Drum | The Marteq Alert | Scoop.it
As the media ecosystem continues to evolve, achieving a single customer view across all channels will no longer be the holy grail for marketers. As the walls of the walled gardens continue to get higher, we’re seeing platforms wanting to own the entire user journey and experience. This in turn means that brands will not be owning data in quite the same way.

With data privacy and the death of the cookie being front of mind for many marketers, brands will be looking carefully at how they gather and utilise customer data. We’re heading towards a zero-party data approach, where brands collect data from consumers either directly through their in-house marketing teams or via their agency partners.
CYDigital/marteq.io's insight:

Zero party data is really the only viable means by which to build a data-driven approach today.

 

And the best form of ZPD is eZPD, where the "e" is extended to data collected directly from the consumer's online behavior only with their permission and via the provision of a digital reward. That's the basis for our Marteq application.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Five opportunities for CMOs in a pandemic-impacted world - Strategy + Business

Five opportunities for CMOs in a pandemic-impacted world - Strategy + Business | The Marteq Alert | Scoop.it
Historical data is no longer as helpful as it once was. Consumer behavior has fundamentally changed almost overnight, as people are suddenly shopping more online, even for essentials, and embracing new habits, such as contactless delivery. Many of these changes are likely to be permanent, and more will continue to evolve, requiring companies to rely on fluid data points and employ new tools and strategies to better engage and understand customers.

Marketers are key players in helping their companies capture, integrate, and use this type of first-party data — such as user profiles, preferences, traits, and channel engagement — to monitor in real time how customer habits are changing. Second-party data might also be useful, especially if delivered in a timely manner. Collaboration with business and supply chain partners, for instance, can yield valuable, real-time customer information.

Third-party data and associated predictive models can also play a role in unearthing actionable customer insights, as can activating marketing efforts in response to new demand triggers, such as footfall traffic patterns, recent category purchase data, competitor purchase behaviors, location data, and other data points that can increase customer acquisition and engagement.
CYDigital/marteq.io's insight:

Customer habits are no more revealing that when they are directly proffered to you, especially when the consumer trades their behavioral data...in real time...in exchange for digital rewards.

 

That's extended zero party data, and it effectively replaces third party data at a fraction of the cost. Ask us about it.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

The personalisation rule for a data-deprecated world - The Drum

The personalisation rule for a data-deprecated world - The Drum | The Marteq Alert | Scoop.it
Scaling campaigns in the past seemed easy due to the plethora of third-party data available for traders to liberally sprinkle into campaigns to meet budget and performance goals. Yet as we continue to see more data providers repeal their third-party data taxonomies, brands expect to see scalability affected, but they might not realise the hidden use cases where third-party data is a foundational element, like, for instance, audience insights. And with insights being a key criteria for better personalisation, it’s time for brands to concentrate on the substance of the data they can collect themselves.

One impactful way to derive insights without reliance on external providers is through zero-party data. Whereas first-party data relies on a consumer’s behaviours or inputted information, such as their name, email address, date of birth, home address, purchases etc, zero-party data covers areas that cannot be inferred and that no third-party provider could capture independently. For example, a beauty brand might ask your hair type (curly, wavy, straight, fine, thick or frizzy), or an FMCG brand might want to know your preferred snack flavor (sweet, salty or crunchy).

By working with a technology provider that can help deploy zero-party data collection strategies at scale, brands can have richer, more distinctive ways of understanding their audience, and an even clearer value exchange for consumers: more personalised messaging. All without relying on third-party data.
CYDigital/marteq.io's insight:

And extended zero party data (only marteq.io provides) is the complete replacement for third party data. Frankly, a much smarter means to execute on personalization.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Now's the Time for Marketers to Embrace Zero-Party Data - CMSWire

Now's the Time for Marketers to Embrace Zero-Party Data - CMSWire | The Marteq Alert | Scoop.it
55% of consumers would happily share data directly to a brand in return for value. Moreover, users are happy to get personalized messages, ads and services when they explicitly give their permission. So the key is to turn the unknown consumer into known by collecting opt-ins and then profiling consumers by collecting zero party data, which powers responsive advertising and engagement.

CYDigital/marteq.io's insight:

Did you know that 1 in 4 CMOs are looking to increase their spending on zero party data in 2021? And this is taking the pandemic into account.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Forrester on the ‘The Zero Party Data Revolution - The Customer

Forrester on the ‘The Zero Party Data Revolution - The Customer | The Marteq Alert | Scoop.it

Fatemeh Khatibloo VP and principal analyst at Forrester gave three guiding principles as the starting points to facilitate mutually beneficial engagements that really encourage consumers to willingly provide zero party data:

  • Transparency: Customers want clear expectations of the data that’s collected and how it’s to be used. That means not letting the legal team or compliance teams create ‘how we use your data’ pages. Experiences have to be human-understandable and human-readable.
  • Contextually appropriate: Aiming for data minimization that doesn’t break, but adds to the experience means asking only for data that helps organizations genuinely provide a better experience. It’s better to have a beautiful, clean data pond than a giant, polluted data lake.
  • Fair value exchange: Value is subjective. Making sure the trade-off is balanced and fair is absolutely vital. Exchanges must be simple and meaningful. It’s also about passing the ‘reasonable expectation test’. If the average person, who isn’t a marketer, would be shocked or dismayed by how the data is being used, then it’s probably not the right thing to be doing.
CYDigital/marteq.io's insight:

Forrester forecasts 25% of CMOs will bring on board technology that collects zero party data, the that technology must embrace these three principles.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Publishers must strengthen their relationships with brands and customers - Digiday

Publishers must strengthen their relationships with brands and customers - Digiday | The Marteq Alert | Scoop.it
In a recent report, The State of Publishing: Monetizing inventory without third-party cookies — conducted with Digiday — we surveyed 52 global publishers ranging from traditional news organizations to community sites. Of those surveyed, 71 percent said they had already started planning for a future without cookies, and 100 percent said transacting on first-party data will play an important role in building their post-cookies strategies.

These findings highlight publishers’ growing appetite to leverage data to get closer to their customers. Furthermore, the growing discussion around zero-party data and first-party data is a strong indication that publishers are doubling down on building consumer experiences based on trusted value exchanges.
CYDigital/marteq.io's insight:

Marteq's extended zero party data is the replacement to third party cookies.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Future Proofing Your Brand Through Brand-Owned Communities

Future Proofing Your Brand Through Brand-Owned Communities | The Marteq Alert | Scoop.it
In 2020, consumers were empathetic to brands trying to adjust. By 2021, we shouldn't be surprised when consumers become frustrated at businesses that haven't adapted. According to that CMO survey, 84% of consumers are placing an increased value on digital experiences. With the disruption at retail, e-commerce is a digital experience that has likely seen a permanent shift. This means many brands will be competing head-to-head with robust marketplaces like Amazon, Target and Walmart.

This is a challenging feat and highlights the importance of developing relationships beyond transactional behavior. Brand-owned communities offer a world of digital experiences to consumers. From content to discussions to personalized offers and messages, a brand-owned community elevates all other digital experiences and provides an advantage unique just to you. 

Communities offer brands access to zero-party data — data that is proactively given and explores things like values, preferences and lifestyle. Capturing zero-party data is the first step to creating experiences that resonate. Often times personalization efforts can cross the line into being viewed as a little creepy. However, when a consumer shares something about themselves proactively, and the brand, in turn, offers an experience aligned with that information, it's not creepy — it's helpful and responsive. 
CYDigital/marteq.io's insight:

Zero party data drives trust, communication and responsiveness...all leading to higher revenue streams.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition - Forbes

Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition - Forbes | The Marteq Alert | Scoop.it
Three privacy-related trends will underpin this transition: 1) an ever-increasing appetite to collect, process, and share sensitive personal data from consumers and employees; 2) despite the recessionary economy, values-based consumers will increasingly prefer to engage with and entrust their data to ethical businesses; and 3) regulatory and compliance complexity in relation to data privacy will increase further.

Against this scenario, for 2021, Forrester predicts that:

Regulatory and legal activity related to employee privacy will increase 100%. 
One in four CMOs will invest more in technology to collect zero-party data. 
CCPA 2.0 will pass and spur the introduction of federal privacy legislation in the US. 
CYDigital/marteq.io's insight:

We've been telling anyone that would listen that this is around the corner. It's happening right now, under our noses. You're going to need to embrace ZPD and data privacy: do it in one action (us).

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Why the 'Trust Economy' should drive pizza brand marketing strategy | Pizza Marketplace

Why the 'Trust Economy' should drive pizza brand marketing strategy | Pizza Marketplace | The Marteq Alert | Scoop.it
A quick Google search of "pizza chain data breach" will bring up numerous articles about brands that have faced or are now facing privacy scandals. Because data breaches are more commonplace than ever, consumers are also more protective of their own data.

Brands must put the right privacy policies in place that allow for the responsible management of customer data and request consent for data usage.

Once customers are interested in what a pizza brand is offering digitally, zero-party data can be collected. This is done by offering value in exchange for data, such as preferences, interests or intent.

In a 2020 survey, nearly 90% of consumers said they would be willing to share their data with a brand in exchange for discounts, coupons, loyalty points or rewards. With this data in hand, personalized content can be created for customers that will help build connections that result in lifelong loyalty.
CYDigital/marteq.io's insight:

Zero-party data applied to this (huge) vertical.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Forrester releases privacy and cyber security predictions for 2021 - Information Age

Forrester releases privacy and cyber security predictions for 2021 - Information Age | The Marteq Alert | Scoop.it
Zero-party data collection will provide marketing opportunities
With third-party cookies falling out of favour, 25% of CMOs will look to invest in consent and preference management in 2021.

This will allow for contextually relevant, zero-party data collection, and allow marketing teams to manage consent, including opt-out and do not sell, and customers’ preferences.

Additionally, this kind of technology could improve data insights and help to enhance customer experience (CX).
CYDigital/marteq.io's insight:

That's right: 25% of CMOs will invest in a system such as ours! Get on board!!

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

Karol Michalski's curator insight, January 14, 12:16 PM
Firma Forrester przewiduje, iż w roku 2021 kwestie związane z prywatnościądanych staną się pilniejsze. Kilka prognoz na bieżący rok.
Scooped by CYDigital/marteq.io
Scoop.it!

Europe Predictions 2021: Protecting Personal Data Remains A Priority In The EU - Forbes

Europe Predictions 2021: Protecting Personal Data Remains A Priority In The EU - Forbes | The Marteq Alert | Scoop.it
Organisations will invest more on technology to collect zero-party data. Digital advertising is on the brink of major, systematic changes. Values-based customers increasingly look to share their data with companies that embrace privacy as a value and treat data ethically. On top of it, the death of the third-party cookie forces companies to focus more on collecting data directly from customers and rely less on more risky third party data. In 2021, CMOs will start to make strategic revisions to their ecosystem and will increase their capabilities to collect zero-party data. CMOs must partner with their security, risk, and privacy peers to select the right technology and craft processes that adequately support their objectives. 
CYDigital/marteq.io's insight:

I pulled the portion related to zero party data. This is on the EU side, but know that this is coming to the US. 

 

With the death of 3rd party cookies, we have the answer.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Amazon will pay you to know what you bought somewhere else – RetailWire

Amazon will pay you to know what you bought somewhere else – RetailWire | The Marteq Alert | Scoop.it
Amazon.com wants greater insights into what its customers are purchasing and it is willing to pay for the information.

The e-tailing and technology giant has launched Amazon Shopper Panel, an invitation-only program that allows participants to earn monthly rewards by sharing receipts of purchases made outside of its website and retail stores.

Participants in the program are asked to upload photos of 10 eligible receipts per month taken with the Shopper Panel app. Alternatively, they can forward email receipts to Amazon. Additional rewards are available when participants fill out short surveys. Amazon customers can earn up to $10 a month that can be applied to their balance on the site or donated to charity.
CYDigital/marteq.io's insight:

If you doubt B2C companies are unwilling to pay for the consumer's data, see Amazon. And if you doubt consumers will be unwilling to provide their data, see this program as well as all the supporting research.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Piano and Digiday Announce Findings from the State of Direct Brand Engagement - MarTech Series

Piano and Digiday Announce Findings from the State of Direct Brand Engagement - MarTech Series | The Marteq Alert | Scoop.it

"The survey found that while some marketers are proactively making the switch to post-cookie data strategies, the majority are still relying on third-party data, and many need new resources and content to help them create the authentic relationships that produce first-party data.

  • 50 percent expect to be more reliant on first-party data in the coming year, and 49 percent will use more zero-party data
  • While 50 percent are using newsletter sign-ups to boost engagement, 29 percent are exploring a subscription offering
  • 52 percent saw difficulty in creating content that appeals to their audience as a roadblock to improving direct engagement.
  • 78 percent said they will adapt to using other types of data, but don’t need to make any changes yet, putting them at risk of missing Google’s 2022 deadline for cookie deprecation.

 

You can find the study here: https://info.piano.io/state-of-direct-brand-engagement"

CYDigital/marteq.io's insight:

The path to no cookies and adherence to data privacy legislation is paved with zero party data.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

No comment yet.