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Personalization in online marketing: beyond third-party data

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Personalization in online marketing: beyond third-party data

With developments in the sector such as the reinforcement of Limited Ad Tracking in iOS 14 and the point towards which Chrome is heading with the changes in the management of third-party cookies , it is evident that the concern of users for the privacy of their data is having an impact on advertising actions and efforts to fully personalize the user’s experience with the brand. The current challenge is focused on finding a way to create relevant and personalized experiences within the limits set by data protection regulations. The many faces of personalizing online experiences Personalization efforts in the context of user experience are not perceived equally by brands and customers: Audience segmentationSince the beginning of digital any uk phone number, the use of third-party cookies has been a constant, since they facilitated the identification of the user and this allowed to refine the strategy of attracting audiences with techniques such as prospecting or retargeting. However, over recent years, they have begun to emerge in this paradigm failures that have led to the increased navigation blockers ad or incognito .This is so because it is a very relevant type of personalization from the point of view of brands and publishers , but, when executed clumsily, it can end up causing user rejection. Adaptation of offers and productsThis type of personalization is based on designing offers and products thinking about segments of audiences of interest , in general, without

identifying the recipients one by one. Some examples of this type of adaptation are the customization of prices in e-commerce showing them in the local currency (determined by the IP) or the preconfiguration of product sets (for example, in the fashion sector, offering similar looks). This adaptation does have more value from the user’s point of view and is usually relevant in the consideration and purchase stages of the buyer’s journey.The purest level of personalization is based on the fact that the relationship between the brand-user is developed in a context of consent. It occurs when there is a personalized experience at the individual level and is based on tastes or behaviors that can be explicit (the user has made the brand know their preferences) or implicit (the brand has deduced it from their activity on its website , app…).

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It is usually part of loyalty strategies that seek to generate a long-term brand-user commitment and, therefore, customers have a more positive vision. For example, according to RedPoint Global’s Addressing The Gaps In Customer Experience report , 63% of respondents believe that personalization should be built into the standard level of service they expect from any business. A practical application of this type of personalization is the weekly discovery list that Spotify offers to its users. gulf email list  The Evolution of Personalization ModelsThird – party cookies work as the currency between advertisers and networks sites operating with programmatic advertising. They allow you to customize the advertising that reaches users throughout their experience browsing the Internet and thus improve the effectiveness of campaigns.
The loss of that bargaining chip will have consequences that will affect the online marketing industry globally. In the first place, it means moving from a world of certainties to one of approximations with the advantage that the technology that is being developed, reinforced by the use of machine learning techniques such as clustering , will provide these approximate exercises with great precision.
On the other hand, the context will gain in importance and, therefore, there will be a trend towards greater specialization in the creation of content and, as a consequence, in the possibilities of segmentation through tools that are based on the semantic analysis of copywriting.

In relation to this, zero-party data is also relevant , that is, the information that the user proactively shares . This allows your explicit preferences to be known without the need to personally identify you. For example, some cosmetic brands have published buying guides in which the user has to provide information step by step until they reach the recommended productsMachine learning algorithms allow personalizing the user’s online experienceBeyond third-party cookies: a global change in the sector
With increasingly restricted access to the data contained in third-party cookies, first-party information will have even more prominence and this requires a change in mindset. On the one hand, brands should focus their efforts on studying their own audiences and obtaining the first party data from users in compliance with the GDPR regulation .On the other, breaking down the siled data storage system will be crucial . Formulas are already being sought to bridge the data warehouses of advertisers and publishers and thus achieve correlation between data sets in different databases. This is something that, internally, many companies are launching with the creation of advanced attribution models that make use of cloud solutions to store and control data with total transparency. In the medium / long term, brands cannot stay on the sidelines of this transition in the sector and initiatives such as the Google Chrome Privacy Sandbox are seeking the active collaboration of all those involved to build effective solutions before leaving behind the use of the third-party dates as we know it today.

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