How Will First-Party Data Change Digital Marketing?

Early in 2020, Google rocked the digital world with the news that it would be making changes to create a safer web that offers more privacy to its users.

If you have been around the world of digital marketing for a while, you already know that when Google talks about changes, we all need to listen. To meet its goals, Google plans to stop supporting third-party cookies making the cookies obsolete. After amending the initial timeline, Google placed 2023 as the target for the changes.

What Happens Now?

It is difficult to imagine this change in digital marketing. However, the pending extinction of the third-party cookie gives rise to first-party data. The good news is that first-party details are better than third-party cookies.

1. First-Party Data is More Accurate Than Third-Party Cookies

This is a simple yet vital fact. You get first-party data straight from the customer. Being handed pure information straight from the source improves your chances of pleasing the customer because you can see them as they are, up close. You can use the data to create exceptional customer experiences and attract more customers like them.

2. You Have Numerous Ways to Collect First-Party Data

You can get information and insights from your customers in a number of different ways. For example:

• Survey Data - Sometimes, the best way to learn something is to ask. Consumers tend to be free with their opinions and perceptions when taking online surveys. Create short surveys with pointed questions. Simplify as much as possible to create a survey that gets responses. If you hit your customer with 20 questions in essay form, they will be gone in the blink of an eye.
• Get Data Via Direct Chat - Never underestimate a customer’s willingness to share information during an Instagram or Facebook chat. Chatbots and customer service chats are also good places to gather preferences, socioeconomic data, interests, and much more.
• Examine Client Feedback - Look at messages to customer service, comments on your social media pages, or website posts. You can learn a great deal through the positive and negative comments. Also, take the time to give a brief response or request more information so you can fix a problem.

3. First-Party Data Will Hold Its Value

The information you collect will remain relevant. Additionally, you can be sure that since the information came from willing participants, you are compliant with any regulations regarding privacy. You can create loyalty groups and maintain customer profiles for future use and engagement using the customer data. You will also be able to build your customers’ trust after establishing an initial relationship with them.

It is no secret Google is constantly tweaking and changing, usually with no warning. In the case of stepping away from third-party cookies, we have fair warning that a significant change is on the way. Even though 2023 sounds far away, there is no time like the present to begin sharpening your first-party data skills.

Need Help Refining Your Digital Strategy?

Still unsure how these changes will impact your digital marketing efforts moving forward? Feel free to reach out for some expert assistance from me. I’ll put my knowledge and 12+ years of SEO experience to work for you.