Traditional personalization is dead.
The days of cookie-cutter personalization tactics just won't cut it anymore if you want to forge genuine and lasting bonds with your customers. To truly crack the code and give customers the tailored experiences they're yearning for, it's time to go beyond the basics.
Transactional, demographic, and traditional marketing data are just the tip of the iceberg. While using this information to create customer profiles is a step in the right direction, there's a whole world of untapped potential for personalization in marketing.
Zero-party data can unleash new possibilities for marketers, allowing them to leverage product-specific data to truly personalize experiences for their customers.
Traditional Data Collection
In today's business landscape, gathering and analyzing customer data has become increasingly vital for informed decision-making. Companies rely on this data to shape their business strategies, marketing campaigns, and product development.
While transactional, demographic, and traditional marketing data have traditionally formed the bedrock of customer insights, they may not provide a comprehensive view of customer behavior throughout the entire journey – especially after the sale.
Not to mention the strict regulations that marketers must navigate when collecting these data types. Regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) set strict requirements for companies that collect and utilize customer data.
However, zero-party data is becoming more popular as privacy concerns continue to grow.
What Is Zero-Party Data?
Zero-party data is the voluntary and explicitly provided information that individuals share directly with marketers. It surpasses traditional transactional data by being willingly disclosed through surveys, preference centers, feedback forms, and more.
This data includes personal preferences, interests, motivations, purchase intentions, and specific needs. By fostering transparency and mutual benefit, zero-party data helps create tailored experiences, recommendations, and offers that enhance customer engagement, build brand loyalty, and deliver meaningful interactions.
Unlocking Insights with Zero-Party Data
What if you had a direct channel with your customers?
That’s the power of zero-party data.
Understanding how consumers engage with the products you sell offers valuable insights far beyond traditional methods. Collecting product information (in the form of zero-party data) enables brands and retailers to uncover product usage patterns to understand how their customers are using products, and serving up information to guide them on their product journey.
Not to mention that leveraging this type of zero-party data allows brands to adapt product development strategies, resulting in products that better align with your customer expectations.
Do the majority of your customers prefer the larger seat on the ride-on mower?
Are customers ordering refills of their moisturizer quicker than expected?
Understanding these habits and preferences allows brands to adjust strategies to give their customers exactly what they need. There’s no way around it – building strong customer relationships hinges on effective personalization. Consumers are not only looking for help, but they're also looking to be understood and communicated with at a deeper level – deeper than their click-through rates and purchase behaviors.
We live in a world of personalization, it’s time for marketers to step up and embrace new ways to truly personalize customer interactions and experiences. By harnessing and analyzing zero-party data effectively, brands can adapt to evolving customer preferences and maintain a competitive edge in the dynamic marketplace.
Embrace Zero-Party Product Data with Blustream
We unlock the power of zero-party product data for marketers.
Our platform puts marketers in the driver's seat – enabling brands to have that direct access to their customers. With Blustream, brands send personalized SMS messages to their customers based on product usage, behaviors, interactions, and more.
This leads to:
- Fewer Negative Reviews: Provide timely assistance, triage issues to customer support, and solicit 5-star reviews.
- Decreased Product Returns: Increase customer satisfaction by automating training and tips about your products.
- More Repeat Purchases: Create personalized, targeted suggestions based on the unique needs of your customers.
In short, we're enabling a personalized conversation that allows brands to know their customers on a level they have never known them.
Prior to Blustream, brands "knew" and segmented customers based on traditional marketing and purchase data -- how often they visit their site, how often they open newsletters, and how frequently they purchase products.
With Blustream, marketers can re-imagine the after-sale experience, thanks to zero-party product data.
Ready to experience the power of product data for yourself? Get started with Blustream today.