Back to Blog - by The Digilant Team

Welcome back to our journey through the evolving digital advertising landscape as we venture towards a cookieless future. Following our initial exploration into the background and the impending shift away from third-party cookies, which you can revisit here, our second episode, “Mastering First-Party and Zero-Party Data” delves into practical strategies and solutions advertisers can start leveraging as the digital ecosystem undergoes this monumental transition.

Join Victoria de Leon, Director of Marketing at Digilant, along with Welsey Farris, VP of Partnerships and Sales Engineering, and Otniel Calderon, Solutions Engineer at Digitalent, as they navigate through the realms of first and zero-party data, shedding light on these pivotal assets in maintaining privacy compliance and effective consumer reach.

First and Zero-Party Data: The New Gold Standard

To set the stage for the remainder of the conversation,  de Leon level set everyone’s understanding of the topic with the question:

What is a basic understanding of first-party data?

As described by Farris, first-party data has emerged as the cornerstone of future digital marketing strategies. It encompasses data directly collected from customers by a brand or advertiser, including authenticated identifiers like emails or phone numbers, purchase data, and web behavior insights collected through a brand’s digital properties. First-party data stands out for its direct collection method, offering brands a comprehensive, owned dataset for personalized marketing initiatives.

Zero-party data has emerged in conversations alongside first-party data, prompting de Leon to ask:

How does zero-party data differ from first-party data?

Calderon introduces us to zero-party data, a subset of first-party data characterized by the voluntary nature of its collection. This data type is proactively provided by users through interactions like surveys or questionnaires, revealing their preferences, interests, and purchase intentions. Zero-party data represents a deeper level of engagement and consent from consumers, enabling even more tailored and relevant marketing efforts.

Short on time? Tune into our podcast and master the art of first and zero-party data on-the-go, paving your way in a cookieless future.

With everyone aligned on how first and zero-party data are defined, de Leon addresses a common misconception with these data types, asking:

Do first-party and zero-party data have to adhere to the same privacy regulations as third-party cookies?

Farris clarifies that these data types still fall under the jurisdiction of laws like CCPA and GDPR. The key distinction lies in the direct relationship between the user and the brand, offering clearer consent and data usage pathways compared to third-party cookies. Advertisers must ensure transparent data collection practices, providing users with opt-out options and respecting their privacy choices.

For advertisers who haven’t focused on building their first-party footprint, de Leon prompted the panelists to provide tangible actions with the question:

How can advertisers focus on building their first-party data footprint?

For advertisers lacking a substantial first-party data footprint, the path forward involves engaging content creation and value exchanges. Both panelists emphasized the importance of offering users valuable content or incentives in exchange for their data, such as access to exclusive content, discounts, or membership perks. This strategy not only enriches the user experience but also paves the way for expanding an advertiser’s first-party data reservoir.

Once the advertisers have built the footprint, de Leon questioned how that data can then be implemented with two questions: 

How is first-party data leveraged in campaigns to target consumers? What do advertisers need to be careful about when leveraging first-party data?

Transitioning into the practical application of first and zero-party data, Farris emphasizes its transformative potential across advertising platforms. He notes the crucial advantage of first-party data in enabling direct, accurate targeting and personalization, thereby ensuring a cohesive and engaging consumer journey. However, Farris also cautions advertisers about the paramount importance of adhering to privacy regulations and maintaining transparent practices with consumers. The handling of first-party data requires careful consideration to not only optimize campaign performance but also to uphold the trust and privacy of the consumer base.

To addresses a main concern that advertisers have in the face of third-party cookie deprecation, the panelists were asked:

Are there any tactics advertisers can take to mitigate loss in scale?

Farris emphasizes that while the transition away from third-party cookies may lead to a decrease in scale, there are several tactics advertisers can employ to counterbalance this effect. He suggests that first and zero-party data, due to their accuracy and reliability, can actually enhance campaign performance. Advertisers are encouraged to leverage these data types for more targeted and personalized marketing efforts. Furthermore, he highlights the importance of lookalike modeling as a viable strategy. By creating models based on existing first-party data, advertisers can identify new prospects that resemble their current customers, potentially mitigating the loss in scale.

Calderon adds to the conversation by underscoring the necessity of upper funnel strategies such as contextual targeting and lookalike modeling to augment first-party data pools. He points out that for sustained growth in first-party data, advertisers need to continually attract new users through effective prospecting tactics. The solvency of first-party data growth hinges on these upper funnel activities, ensuring a steady influx of new users to the site and expanding the overall reach of campaigns.

To continue to address some of the top concerns for many advertisers, de Leon offered the panelists and opportunity to shed light on the topic with the question:

Considering the fragmented digital ecosystem, how can advertisers ensure they create a cohesive experience with their brand by leveraging first-party and zero-party data?

Both panelists acknowledged the challenges and opportunities in creating a cohesive brand experience in a fragmented digital ecosystem. With consumers interacting with brands across multiple devices and platforms, leveraging first and zero-party data becomes crucial for advertisers aiming to maintain a unified brand presence. The focus here is on utilizing these data types to deliver personalized and relevant content that resonates with consumers, regardless of the touchpoint. This approach not only enhances the consumer journey but also strengthens the overall brand experience.

The conversation also touches on the integration of first and zero-party data across different advertising channels, including digital out-of-home and connected TV. While some channels may present challenges in personalization due to the nature of their delivery, the advancement in connected TV and other digital platforms offers new avenues for leveraging first-party data to achieve a more personalized and engaging consumer experience.

To summarize an insightful conversation, de Leon offered both panelists the opportunity to summarize thier thoughts on first-party and zero-party data with the following prompt: 

How do you think the shift to first-party and zero-party data will transform advertisers and consumer relationships? What are the top benefits of these data types?

Farris articulates that the primary benefit of shifting towards first and zero-party data lies in its future-proof nature. Regardless of the evolving digital landscape, these data types offer a consistent and reliable basis for targeting, personalization, and measurement. He posits that this shift not only ensures advertisers can continue to reach their audience effectively but also fosters a more sustainable and ethical marketing environment.

Calderson then highlights the dual benefits of this shift for both advertisers and consumers. From the consumer’s perspective, the use of first and zero-party data enables more personalized and relevant advertising, improving the overall experience with the brand. This personalization can lead to increased brand loyalty and engagement, creating a positive feedback loop that benefits both parties. Moreover, he suggests that a well-implemented strategy based on these data types can lead to a more enjoyable and meaningful interaction between consumers and brands, underscoring the value of tailored content and offers.

Embracing the Future with First and Zero-Party Data

As we conclude Episode 2 of our Countdown to the Cookieless Future, it’s clear that first and zero-party data are not just alternatives to third-party cookies; they are the foundation of a more privacy-conscious, efficient, and engaging digital advertising future.

Join us for our next episode, where we’ll explore ID solutions and how these technologies and strategies will shape our journey into a cookieless landscape. Featuring our stellar team of sales engineers, this episode covers what identity solutions are, top options currently on the market, and how they function to provide targeted media buying. Check out the full episode, Everything You Need to Know about Alterative ID Solutions, here.

Back to Blog - by Otniel Calderon

Today’s consumers are flooded with products and services to choose from. In response, advertisers are working overtime to stand out among the competition while simultaneously facing tighter budgets and more pressure to drive results. Faced with this mix of challenges, advertisers must find the most effective ways to efficiently move consumers down the funnel.

With the right combination of data, messaging, and targeting, you can help consumers learn more about why your brand, products, or services provide them with the best value. By using carefully crafted messaging, you can showcase unique selling points, product features, or brand attributes that set your brand apart from the competition and fulfill your consumers’ needs.

Audience data is a powerful tool for finding, targeting, and driving consideration amongst existing and prospective brand customers. With targeted campaigns — fueled by audience data and insights — ensure you reach the right consumers with ads that speak to their respective needs and interests, driving them further down the funnel. Additionally, you’ll avoid wasting media dollars on uninterested, unsuitable consumers, or existing customers.

Keep reading as we’ll outline exactly how you can get started using audience data to create powerful consideration campaigns.

1. Dive Deep into Audience Data to Reach Your Ideal Customer

As audiences move through the customer journey, from awareness to consideration, each touchpoint should be more targeted and purposeful than the last. As such, ads should speak to specific interests and needs, which requires proper customer segmentation. This can be done in two steps.

Step One: Segment Your Core Audience with First-Party Data

The first step comes from utilizing advertisers’ most valuable resource: current consumers. First-party data provides valuable information such as consumer demographics, attributes, purchase history, and product interest that can be mirrored to create more memorable touchpoints with new customers.

Let’s look at an example.

A Los Angeles-based pizza restaurant is expanding with new shops throughout California. Using their loyalty rewards data, they are able to identify two unique consumer groups that make up the majority of purchases at their stores.

The first is Gen Z-aged consumers who primarily make purchases on Friday and Saturday nights, dine in, and typically order one pizza and a drink. The second group is millennial-aged consumers who order online through the app for carry-out. They typically order a few pizzas and a side or dessert, seemingly an order for a family. This information will help shape the different audience segments the brand should focus on targeting in the areas they are expanding.

Step Two: Enlist an Audience Analysis Tool for Better Personalization

In-depth audience analysis expands into areas that first-party data doesn’t cover such as media habits, and personal values, where audiences typically discover new brands and other psychographic data. These tools leverage global consumer data to gain insights into each audience’s characteristics and identify the most likely opportunities for your media to reach these consumers for the highest impact.

Let’s look back at the pizza restaurant and what an audience analysis tool would uncover.

Gen Z college students spend at least four hours a day on social media. They use TikTok as a primary source of product inspiration and finding new brands. When it comes time to decide where to eat, they prioritize price and finding “a good deal.”

The millennial-aged consumers are avid podcast listeners and subscribe to at least three TV streaming services. They value fresh, healthy ingredients and reliability when deciding where to eat.

The restaurant can use this information to identify what channels and messages they can use to make a targeted impact on new customers.

2. Expand Your Customer Base with Lookalike Audiences

Using both first and third-party data, you’ve identified your most valuable customers. Now it’s time to find new ones. The audience attributes identified in the process outlined above can be used to build custom audiences to target consumers who look and act like your most valued customers. As the campaign runs, optimization tools prioritize consumers most engaged with your content, moving them further down the funnel.

As mentioned, the key to driving consideration is to personalize the content toward each consumer. From audience analysis, brands know what these consumers prioritize. As the consumer learns more about your brand, serve even more personalized ad creative that speaks to their specific needs and interests.

One more look back at our pizza restaurant showcases how this can be put into practice. We know that the Gen Z consumer prioritizes a good deal and uses social media as their main form of media consumption. The pizza shop can geo-target college campuses near their new locations, offering customers 25% off their first in-store order.

As for the millennial-aged consumer, ease of purchase is a priority. They can target these consumers by offering 10% off when they sign up for their app. Alternatively, data analysis revealed that most of these consumers are ordering for a family, so a mid-week promotion offering 10% off when ordering two or more pizzas would encourage orders outside of the typical weekend rush, for instance.

3. The Key to Successful Consideration Campaigns

By focusing on building consideration, you can take consumers from simply being aware of your brand to understanding why your brand is the right choice for them. Ads must be relevant and interesting, offer value, and hopefully encourage action. To achieve this, you must understand your specific audience and how best to reach them across their media journey. If you haven’t already, consider how you can implement audience data into your consideration campaigns to more swiftly move consumers down the funnel.

Digilant’s Full-Funnel Digital Media Solutions

At Digilant, data is at the core of everything we do. We provide in-depth audience analysis using proprietary modeling algorithms built from 18 million+ consumers across 40+ countries, with over 4,000 attributes. This empowers our clients to better understand their target group, focus media spend, identify what creative messaging will have the most impact, and optimize toward the most engaged audiences. Interested in learning more about opportunities for your media to reach your ideal consumers and make a higher impact? Contact us today to learn more.

Back to Blog - by Kyle Malone

Every few years, the digital advertising industry is left to cope with tremendous change spurred on by tech giants. Most recently, Google’s promise to eventually deprecate third-party cookies and Apple’s move to do away with IDFA in the name of privacy protection have presented significant targeting and tracking challenges for advertisers and marketers. Organizations have been hard at work developing alternative solutions to mitigate the impact of these changes on the industry. While there are many solutions from which advertisers can choose, one would be remiss to overlook data clean rooms.

What is a data clean room?

Digilant defines data clean rooms as privacy-safe, cloud-based environments that allow two parties to match aggregated data based on a shared identifier. This process is facilitated by an identity graph or an alternative ID, like The TradeDesk’s Unified ID 2.0 (UID 2.0) or LiveRamp’s RampID. In data clean rooms, data is matched in privacy-compliant ways so that businesses always remain in control of their data and personally identifiable information (PII) is never exposed.

Why data clean rooms?

As we near third-party cookie deprecation, data clean rooms present marketers with a privacy-safe, cookieless way to aggregate and enrich their data sets.

Take LiveRamp, for instance. Their vast network enables marketers to aggregate various data sets like CRM, ad server, publisher, and audience data via their Safe Haven enterprise platform. This privacy-safe data clean room allows for holistic, deep-level data analysis. Combining these data sets enables businesses to gain profound insight into the customer journey. This intelligence allows organizations to improve their audience modeling, enhance their targeting strategies, and analyze consumer trends. Furthermore, with LiveRamp’s RampID, businesses can combine the buy and sell sides of the ecosystem in one centralized and privacy-safe environment.

While data clean rooms may present a powerful option for navigating identity and privacy changes, organizations must perform their due diligence to understand which solution (or combination) will best equip them to navigate a cookieless, privacy-first world. Despite their potential, data clean rooms are not a one-size-fits-all solution.

Businesses with rich first-party data sets, like D2C brands and publishers, stand to reap the greatest benefits of using data clean rooms because they rely on first-party data. Furthermore, large companies with robust data assets will find data clean rooms easier to implement than smaller, leaner organizations. And, of course, the larger the data set, the more resources are required — specifically those with technical knowledge and skill — to implement the solution. Once in place, organizations must dedicate the appropriate resources, like data scientists, to examine and extract data insights. While data science teams are likely the most affected by data clean rooms, they’re not the only teams impacted. Clean rooms require agreements with each partner participating in data sharing, putting added strain on legal and partnership teams as well.

Promise, potential, and possibility

Partnership is a critical component of data clean rooms. While this may lend itself to obstacles, it opens the door to teamwork and cooperation across the entire digital ecosystem. As privacy-safe data sharing becomes increasingly popular and data clean rooms pick up steam, the industry will evolve, becoming more collaborative and making exchanging and leveraging data as frictionless as possible, opening the door to even more possibilities.

Working with a data-first company that understands evolving trends is critical to implementing and leveraging new technologies that drive business outcomes. With the right support and partners like Digilant, even smaller or new organizations can implement and leverage data clean rooms to reap the same benefits as large enterprises.

Back to Blog - by Kyle Malone

In the digital age, consumers are more likely to do business with companies that provide personalized experiences. Many retailers and brands use different forms of data to understand and reach their customers to ultimately deliver customized buyer journeys.

Amid evolving data privacy regulations and a heightened awareness of consumer privacy, brands have taken a closer look at the types of data they use. Many that long relied on third-party data in the form of cookies have instead started to invest in first-party or zero-party data. As advertisers work to build strategies built on these informative and more customer-centric forms of data, they might face challenges. However, understanding and properly utilizing these two forms of data is critical for success in the long run.

Most advertisers are familiar with first-party data, but you might be asking yourself: “What is zero-party data? How can I use it to drive more engaging digital experiences?” Forrester defines zero-party data as any information that a customer willingly shares with a brand. In other words, this is data that a customer explicitly provides by submitting a contact form or setting up their account.

On the other hand, first-party data is collected by a brand’s digital channels through digital cookies, website navigation patterns, and application user analytics like heat maps.

Executing on the right zero-party data vs. first-party data balance can be daunting for brands. To help mitigate the strain, we’ve gathered some answers to common questions our customers ask when we advise using zero- and first-party data-based campaigns.

How Does Zero-Party Data Impact Personalized Customer Experiences?

Zero-party data is information that consumers voluntarily and deliberately share with brands. This kind of data is acquired from channels including:

  • Social media polls.
  • Website activity (such as downloads and online chats).
  • Calculators and configurators.
  • Customer account profiles.
  • Messages or lead generation forms.
  • Emails, newsletters, or SMS subscriptions.

Consider this type of data collection as a conversation with consumers to gather important qualitative and quantitative feedback. In these formats, consumers are providing the following relevant information to guide their future buying experiences:

  • What kinds of products do they like?
  • What is their opinion on your latest product?
  • How frequently do they want to hear from brands within a given timeframe?
  • What brand updates are they interested in hearing about?

Even personal, non-intrusive information collection is standard with zero-party data, such as:

  • Likes and dislikes.
  • Ordering and delivery preferences.
  • Lifestyle demographics.

These interactions create brand experiences that mirror interactive dialogue rather than delivering the “big brother” targeted ad style that some consumers are turned off by. These non-invasive methods encourage consumers to voice their opinions, further enabling personalized shopping and browsing experiences. If brands demonstrate they hear and value consumer opinions, it makes an advertiser’s job easier when creating effective digital marketing strategies.

Consumers can also voice interest in the ads you present, providing invaluable information enabling your marketing team to deliver personalized experiences.

Zero-Party Data: A Win-Win for Consumers and Brands

Overall, companies and consumers both benefit from zero-party data. It helps many advertisers create personalized experiences while respecting consumer privacy and complying with consumer privacy laws like GDPR and the CPRA.

Zero-party data also helps retailers and brands:

  • Create tailored consumer experiences.
  • Build and nurture consumer trust.
  • Encourage consumers down the sales funnel faster by presenting products they have expressed interest in.
  • Retarget campaigns.
  • Create personalized, engaging website experiences.
  • Effectively segment audiences for email and social campaigns.
  • Conduct A/B tests to verify preferences.
  • Analyze customer behavior insights such as churn rate.

Two further selling points for using zero-party data in brands and agencies include:

  • Creating personalized consumer experiences is every marketer’s goal. Explicitly provided zero-party data clearly outlines a consumer’s preferences, which can contribute to customized experiences and accelerated buyer’s journeys. You can use this data to publish personalized landing pages, promotional pages, product recommendations, and news about new products based on consumers’ enhanced profiles.
  • Empowering consumers.Consumers want personalized experiences, yet they still wish to control how brands use their data. Zero-party data empowers consumers to dictate how their information is used. Because this information is obtained with consent, it shouldn’t surprise consumers when they encounter an ad for a product they have expressed interest in.

Zero-party data addresses the sensitive personalization vs. privacy dilemma many marketers struggle with in today’s environment.

Zero-Party Data vs. First-Party Data

While zero-party data is voluntarily given to the brand by the consumer, first-party data is information you passively collect from a consumer’s activity on your website, such as:

  • Buying history.
  • Demographic info.
  • Content subscriptions.
  • Campaign responses.
  • Browsing data, including time on page, scrolling, and click-through path history.
  • Loyalty program membership.

Both forms of data help brands effectively and ethically create personalized experiences. Privacy is an ever-present concern, and many leading brands incorporate how they use each kind of data into their privacy policies.

How Do First-Party Data and Zero-Party Data Differ?

Many confuse zero-party data as a subset of first-party data. The easiest way to differentiate between the two is that zero-party data refers to voluntarily obtained consumer data outside of e-commerce transactions. Consumers provide input by answering direct questions and adding context to social analytics data.

These data types differ in how they are obtained and the insights they contribute to campaigns.

The three biggest differences are:

Consumers voluntarily provide zero-party data, whereas first-party data is collected on a brand’s digital application or website. For example, a consumer might tell an auto parts brandwhich year, make, and model their vehicle is, which can enrich their profile from when they bought windshield wipers six months ago.

  1. Zero-party data consists of accurate, explicit consumer-provided contributions, while first-party data relies on implicit analysis and user behavior.
  2. You can build trusted dialogues with consumers by voluntarily exchanging personal data for a tailored buying experience.

Benefits of Using First-Party Data and Zero-Party Data Together

Consumers are increasingly willing to share personal information with brands as long as it is used responsibly to create a better buying experience.

Both zero- and first-party data can be analyzed in tandem to determine what types of ads will appeal to consumers and create hyperpersonalized shopping experiences. Enriched customer profiles enable brands to market effectively to consumers and create better outcomes.

Why Choose Digilant as Your Data-Driven Advertising Partner?

Digilant has a proven record of helping agencies and brands deliver engaging advertising content to their target audience.

Shifting from the much-beloved third-party cookies to campaigns built on first- and zero-party data might seem intimidating or difficult. However, with Digilant, we can help make the process easy and accessible for both you and your customers.

If you’re ready to learn more about how zero-party data can benefit your business, contact us. We will help set up a personalized business strategy that will help you meet your specific advertising needs.

Back to Blog - by Kyle Malone

The countdown to late 2023 has already begun for advertisers. That’s the timeframe Google has put in place for when they’ll remove third-party cookies from the Google Chrome browser. Last month, Chrome accounted for over 50% ​​of all internet browser market share in the US, so unsurprisingly, this is sending major shockwaves through the advertising industry.

While, yes, the third-party cookie has historically been the gold standard for consumer data. We’re here to assure you that the news isn’t all grim In the face of this challenge, some publishers and DSPs are working on their respective identity solutions to replace third-party cookies. But while that is still sorted out, advertisers can breathe a sigh of relief knowing already another cookie solution that is readily available, reliable, valuable, and transparent: the first-party cookie.

What are first-party cookies?

First-party cookies are created and stored by the host domain of the website the consumer is visiting. These cookies allow sites to store valuable information that enhances the user experience, such as login information, language preferences, shopping cart history, and browsing history.

Because the site publisher themselves owns these cookies and they function to improve the user experience, they are generally perceived as beneficial and “good” in the realm of cookies.

How to build first-party data?

A recent study from Salesforce revealed that 83% of consumers are concerned about how their data is being used online. While attaining, using, and storing first-party information is widely viewed as a solution that combats privacy concerns, advertisers still need to keep these apprehensions in mind while implementing first-party data solutions.

No matter the route your brand decides to go when attaining, using, and storing first-party data, keep in mind these data-safety practices:

  1. Communicate Clearly: Tell your consumers how and where you’ll be using their data
  2. Give Options: Allow consumers to choose which and what and how much of their data they share with you
  3. Express Value: Give consumers insight into the value they will gain when sharing their data (Loyalty programs, exclusive offers, better user experience, etc.)

With these notions in mind, one of the best forms of advertising we suggest to our clients to start building or expanding their first-party data is performance marketing.

What is performance marketing?

Performance marketing flips digital advertising traditional pay-before-you-go methods on their head. When using performance marketing, the advertiser only pays for a measurable result, such as a click, form fill, app install, purchase, or lead generation.

How does it work?

  1. Develop an Audience: Identify profiles and behaviors by working with direct website owners to engage with potential customers in a cookie-less environment.
  2. Target Audience: Using contextual, behavioral, site-specific, native site placement, list segmentation, age, gender, and state/city level geo-targeting.
  3. Convert Customer: Consumer converts on a brand website, in-app, or other publisher websites, gaining quality consumers.
  4. Validate Data: Validate the email, address, and/or telephone and then monitor and filter that data for any fraud or profanity and if they already exist in historical databases.
  5. Delivery: Deliver customer directly into client’s CRM, ESP or DMP.

What are the benefits?

Beyond performance marketing existing without the help or need for third-party cookies, advertisers gain additional benefits when investing in this tactic.

  1. Low(er) Risk: Automatically reduces the risk of wasted spending because you are only paying for a specific action.
  2. ROI Focused: Invest in the return. Because you only pay for leads, application downloads, calls, and purchases, etc., you are solely investing in the return and results.
  3. Free Branding: While utilizing this pay-for-performance model, advertisers benefit from having ads shown on 1000’s websites, increasing brand recognition.

The Third-Party Cookie Workaround: 3 Things Advertisers Need to Know

As third-party cookies depreciate, digital media buying as we know it will significantly change. These shifts will make way for and increase the importance of first-party data.

Gathering first-party data allows you to understand your customers better than anything else. As you go about investing in first-party data solutions and building your databases, consider the following:

1. Relationships with publishers directly are key.

With publisher-direct media buys, you can purchase ad space based on contextual targeting. These publishers know and understand your audience, allowing you to target our desired consumers while eliminating the use of any cookie.

2. Contextual media buys will become the future.

Rather than targeting based on known behavior (gained from third-party cookies), advertisers will need to adjust to bo context-driven audience targeting.

3. First-party data is only as good as the insights you can act on from it.

Brands must understand and act on the first-party data they own. Invest in a tool or team that enables you to do this.

Digilant’s Performance Marketing Solution

As a premier omni-media digital partner, Digilant offers performance marketing solutions that help brands acquire customers, generate leads, and build their CRM. With access to premier publishers, we can run campaigns across:

  • Display
  • Social
  • Influencer
  • Content / Blog Posts
  • Native
  • Coupon Sites
  • Loyalty Site
  • Deal Sites
  • Email

Our media experts work with each client to ensure their performance marketing solution is best tailor-made to achieve their specific goals. When working with Digilant, you experience the unique benefits, such as:

  • We are an all-in-one omnichannel partner
  • We have strategic publisher-direct relationships
  • We ensure GDPR and CCPA compliant
  • We protect your budget from unqualified leads or traffic

Are you interested in learning more about building your first-party data with performance marketing? Contact us today.

Back to Blog - by Otniel Calderon

A recent study from Deloitte found that the average U.S. household uses 11 internet-connected devices. Given that connectivity is now built into everything from televisions to appliances, that number shouldn’t come as a surprise.

People use these devices in different ways, sometimes relying on more than one of them for just one thing. Data from Google suggests that 90% of people actually use multiple devices to accomplish a single online task. If you’ve ever looked for, say, concert or movie tickets on your smartphone and then switched over to a laptop to purchase them, you’re part of the 90%.

In short, modern consumers are everywhere. That means marketers need to be able to reach them everywhere — and effectively. The goal is to create a seamless consumer experience on Facebook, in an email inbox, via streaming audio, and in the store. But achieving that goal requires the right approach. The right approach requires understanding the distinction between two marketing strategies.

Omnichannel vs. Multichannel Marketing Strategies

Good marketers know that consumers expect integrated brand experiences that cover in-store, online, and any other types of interactions. With this in mind, it’s still easy to fall into the trap of executing a multichannel marketing campaign, rather than omnichannel.

What’s the difference? A multichannel marketing approach also engages consumers through a variety of channels, but it treats each channel independently — which is precisely why it causes challenges. When marketers put media channels in silos, they risk targeting consumers across different channels with the exact same message. They miss the nuance, and that means they miss opportunities to use channel-optimized messaging to move audiences down the funnel. They might also reach the same audiences on a variety of platforms and mistakenly conclude that their reach is greater than it really is.

Multichannel marketing doesn’t allow for tracking the entire customer journey as omnichannel marketing does, and quality multichannel data acquisition is difficult. It keeps marketers from getting the full picture and some hugely important details. Think of it this way: if a prospective customer went into the store to purchase a product that’s still sitting in their online shopping cart, marketers might continue to target them with lower-funnel tactics aimed at driving a purchase — even though it’s already been made.

At best, multichannel marketing is a missed opportunity to deliver tailored, current, relevant messaging that inspires loyalty, retention, and advocacy. At worst, it drives customers away.

Why Digital Alone Isn’t Enough

Multichannel marketing doesn’t allow for the type of brand interactions that today’s consumers crave. It also doesn’t account for consumers’ desire to experience the world beyond the screen.

Some marketers assume that the heightened popularity of digital channels in the wake of the pandemic means that creating and measuring in-person interactions is less important. These same marketers are usually quick to point out the advantages of digital marketing vs. traditional marketing. But while it’s true that digital has become more important, consumer demand for in-person and in-store experiences certainly still exists.

A notable 78% of Gen Z consumers, who are often thought of as the first digital natives, still tend to make purchases in-store. Moreover, recent research from Forrester found that 30% to 40% of all consumers using click-and-collect buy additional items when they go to the store to pick up their purchases, further validating the need for marketers to create compelling experiences in physical spaces.

Consumers are constantly bombarded with digital ads. In-person experiences, on the other hand, offer a unique opportunity for brands to have memorable interactions with customers and drive greater brand recognition. And when they’re part of an omnichannel approach that also includes related and relevant digital tactics (for example, branded hashtags to encourage social sharing) their impact becomes even more significant, as well as more quantifiable.

Using Consumer Data Wisely

That ability to quantify and measure is the key to omnichannel success — and marketing success as a whole. Effective omnichannel marketing requires brands to collect and analyze first-party data, specifically. As a result, an omnichannel strategy must be designed thoughtfully, with a heavy emphasis on security and customer privacy. Marketers looking to implement omnichannel campaigns and strategies, improve the campaigns and strategies they already have in place, or mitigate the risk of a data breach should keep the following best practices in mind:

1. Don’t ask for consumer data you can’t secure.

The database you use to store customer information must be protected from external actors who might want to steal it, as well as potential internal threats. Make sure you have the appropriate firewalls, authorization and authentication protocols, and other measures in place before collecting any first-party data. Otherwise, you’re exposing your company and your customers to unacceptable levels of risk.

2. Be transparent about your intentions.

When asking customers to share personal information, be clear about how you intend to use it. Now more than ever, consumers want to understand what brands are doing with their data and how they might benefit from it. If you’re selling or buying data for advertising purposes, let them know, and be sure you’re working with trusted partners who keep safety and privacy at the forefront of their values.

3. Empower consumers to make decisions about their data.

First-party data can take many forms, and all of it is valuable. Let consumers decide what personal information they want to share — whether an email address, phone number, or something else — but don’t require them to divulge all of it. The more flexibility you offer, the greater your odds of acquiring the data you need to power your marketing efforts.

As data privacy becomes increasingly important, marketers have to ensure that compliance is a central focus of every initiative. To learn how Digilant can help you develop more secure omnichannel campaigns, get in touch today. 

Back to Blog - by Kyle Malone

During the WWDC Conference in June, Apple announced iOS 14 – an operations systems update that will be coming to iPhones this fall. The update brings a variety of new features to iPhones and iPads, most notably for marketers are some major changes to privacy features. New features will protect users against location tracking and tracking on apps and websites.

When iOS 14 goes into effect, mobile apps will need to request and receive permission from users via a pop-up opt-in to access a device’s Identifier for Advertisers or IDFA. IDFA is a device identifier that Apple uses to identify a user’s device without revealing Personally Identifiable Information (PII). Many advertisers rely on IDFA to find target users, deliver customized advertising, measure campaign performance, and more.

The IDFA is not going away officially, but it’s critical that marketers start preparing for an IDFA-less world. It’s estimated that the majority of users will be wary of sharing data and will NOT opt-in – with only 0-20% of users expected to be willing to opt-in to IDFA tracking.

In an IDFA-less world, for marketers to properly track mobile attribution, users will need to have opted-in to tracking on every app where ad impressions were served.

As a result, fingerprinting and probabilistic attribution will become even more important and mobile measurement vendors like Kochava and AppsFlyer will respond with continued investments to innovate and deliver high demand solutions.

One drawback to probabilistic methodologies is that they are more susceptible to fraud. Bad faith actors will see Apple’s privacy changes as an opportunity to deceive marketers on attribution. so marketers and strategic partners will need to focus heavily on fraud and brand safety measures.

Looking Ahead To First-Party Data

If there is a single takeaway for marketers from Apple’s iOS 14 announcement it’s that the risk has never been higher for marketers who rely heavily on IDFA and other third-party data identifiers and tracking sources. Alternatively, the door to opportunity will open wider for marketers that are staying closer than ever to first-party data.

While the IDFA is largely going away, marketers will still have access to the Identifier for Vendors or IDFV. The IDFV ensures that companies with their own app(s) can use an identifier to access first-party user data and to understand the audiences within the app(s) they own.

Today, marketers can activate these first-party audiences and push them to many platforms for activation and media buying via the IDFA because it is universal. With the release of iOS 14, marketers will need to focus on identity resolution around hashed emails or households to integrate first-party data seamlessly into activation channels like Facebook and Google.

The importance of first-party identifiers and data has steadily increased over the years, and Google’s Chrome and Apple’s iOS announcements have sent it forward exponentially.

Next Steps

If you want to learn more about how to set your brand up for success in an IDFA-less world or you just want to chat through some of your concerns related to the iOS 14 release, contact us here.