Zeroing In on Zero-Party Data: What Marketers are Saying in 2024

As we move deeper into 2024, marketers find themselves navigating a complex landscape shaped by evolving consumer expectations and tightening data privacy regulations. Consumers crave personalized experiences but are increasingly wary of how their data is collected and used. This creates a challenge that demands innovative solutions.

We all know the shift away from third-party cookies has been a while coming, and is sure to drastically change data collection practices.

It's time to stop ignoring the situation. Google has been effectively ending the era of third-party cookies for a few years now—meaning it’s time for marketers to embrace zero-party data.

The future of marketing hinges on striking a balance between delivering highly personalized digital experiences and upholding crucial data privacy standards.

To succeed, marketers must cultivate a deep understanding of zero-party data and how to use it effectively.

Insights from Marketing Leaders on Zero-Party Data

For those eager to incorporate zero-party data into their strategies, understanding the fundamentals is likely already a priority.

To gain insights into the current thinking within the marketing community, let's explore the key themes driving the conversation.

1. Zero-Party Data: A Win-Win for Marketers and Customers

Zero-party data has evolved from a mere advantage to a fundamental requirement for successful marketing. Inspired by the principles of GDPR, which redefined data privacy, marketers must adapt their strategies to prioritize audience engagement.

The demise of third-party cookies is more than a technological shift—it signals a broader revolution in marketing, compelling businesses to adopt customer-centric approaches.

This transition requires not only new data collection methods but also a shift in mindset, emphasizing customer needs above all else.

The advantage of zero-party data is not just that it is better for your customers—and their growing concerns for privacy and data usage. It’s better for brands, too.

Here at Betterfeedback.ai, we offer a solution to this dilemma, by enabling you to capture customer thoughts, preferences, and sentiments directly. This transparency builds trust and fosters stronger customer relationships.

Beyond accuracy and exclusivity, zero-party data benefits content publishers and advertisers by enabling targeted reach.

2. Integrating Zero-Party Data Collection into Your Workflow

Adapting to changes in data collection can be challenging. Many marketers face the daunting task of revamping established strategies. The most effective approach involves gathering data firsthand throughout your workflow.

Fortunately, you can leverage multiple customer touchpoints to enrich your understanding of your audience. By collecting data at every interaction, from sales calls to support chats, you gain a more complete picture of customer needs and preferences.

Direct methods, such as self-reported data and survey responses, allow customers to voluntarily share their zero-party data. While these methods demand relationship-building, the insights they provide are invaluable.

Acting on these insights allows you to personalize experiences across all channels, fostering trust and strengthening relationships with customers.

As customers feel heard and valued, they become more willing to share additional zero-party data, creating a positive cycle of engagement and personalization.

3. Adapting Now or Being Left Behind

As traditional data collection methods decline, marketers who hesitate to embrace zero-party data risk falling behind. Procrastination can lead to missed opportunities and a failure to adapt to evolving consumer expectations.

By proactively adopting a zero-party data strategy, you can gain a competitive edge. This involves embracing a consent-based approach and focusing on the needs and preferences of your customers.

Prioritize understanding your customers' preferences, decision-making processes, and behaviors on their terms. If you are not proactively changing your approach to customer data, the competition will leave you in the customer-data dust.

Actionable Strategies: Collecting Zero-Party Data with Betterfeedback.ai

Here are some ways that you can start collecting data right now.

• Use 1:1 mobile messaging to send surveys: Use your audience’s favorite messaging channel for quick, convenient data collection and analysis with our conversational workflows. Let them know that the answers they provide will improve their experience—then deliver on that promise.
• Power personalization via email: Deploy delightful surveys—like Betterfeedback.ai’s people-friendly forms—sent right to customers’ inboxes. Then use their answers to customize their journey even further.
• Poll your customers on social: Offer something they’ll actually want—like an exclusive product, unique experience, or meaningful discount—in exchange for their email and insights.
• Host and attend events: Whether you hold an event or show up as a vendor, events are a great chance to gather data directly from your audience. Just make sure to use every touchpoint to offer real value in exchange.
• Tap into in-moment surveys: Gather zero-party data during the shopping experience in real time so customers know you’re there to make the experience even better.
• Help shoppers decide with personalized quizzes: Those who don’t will be more likely to buy when you show them the way. Dazzle them with quiz results just for them—plus, you’ll get valuable insights firsthand.

Whatever is next in the realm of data-driven marketing, zero-party data is the way forward.

When gathering data directly from your customers…there are zero downsides.