First-Party Data has become a popular term in the online marketing world. For those with experience in online marketing, you may have heard of the changes that allow brands to collect user data directly and give users the option to choose whether or not to allow apps or platforms to collect their data. In addition, there are many other benefits, making the collection of First-Party Data a new standard that is defined as the default for online marketing data collection.
In this article, Relevant Audience will invite marketers to check 4 points to see if you are ready to switch to collecting First-Party Data.
1. Compliance is Important
There are considerations for complying with First-Party Data collection regulations:
It is important for brands to store First-Party Data legally according to international standards. For example, GDPR (General Data Protection Regulation) or PDPA (Personal Data Protection Act).
- Data Tracking
Data tracking is something that both marketers and users need to be careful about. Marketers who use Google Analytics for work need to use Global Site Tags (in accordance with GDPR requirements) and must obtain consent from users to track data.
2. User Consent Process Must Build Trust
The consent process for tracking user data is delicate. Therefore, these small things that should not be overlooked can become big problems that hinder the brand’s engagement. So, when designing a website, always consider and be creative. Currently, there are various approaches that can help increase user confidence, such as:
- Explanations must be easy to understand, not complicated, and straightforward.
- Provide links to the Privacy or Cookie Policy.
- Users can choose to accept or reject.
Using creative language of the brand can help build user confidence. For example:
On the user data tracking consent page of Hubspot’s website, they use text stating “We use cookies to make the Hubspot website a better place. Cookies help provide a more personalized experience and limit ads appropriate to you. If you would like to learn more about the cookies we use, please click for more.” It can be seen that direct and creative communication becomes an interesting CTA for users.
3. Are You Collecting First-Party Data Effectively?
Of course, First-Party Data has many benefits, from helping to define Target Audiences to tracking user behavior and interests. However, all of this can easily lead novice marketers into the trap of using only one channel of data.
It is important not to forget to configure your Customer List so that it can sync with other advertising platforms, such as LinkedIn, Facebook, Google, Microsoft, and Twitter. Choosing a variety of audiences across different platforms will help increase the opportunity to find potential new customers.
4. Should You Migrate Immediately?
If you have decided to start using First-Party Data collection, the question that often follows is, when should you start changing? Or what are the short-term and long-term impacts? This may require careful consideration to avoid possible consequences later.
Of course, changing the data collection structure is a big deal. For example, if the current website domain structure does not support the collection of First-Party Data sets, it may be difficult to decide whether to change immediately. Although it is reasonable in the long run, it comes at a higher cost. However, in an era where competition depends on personalization, business adjustments need to be quick. Don’t forget that in 2023, Google will stop supporting Third-Party Data completely. Therefore, good marketers must not forget to balance the potential short-term and long-term impacts to create the best solution for their brand’s advertising campaigns.
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Relevant Audience is a company providing services related to Digital Performance Marketing Agency, with the main goal of providing digital marketing services to businesses to reach target audiences looking for products or services at the right time, place, and device through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.
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