Many platforms have already made moves to end the rein of the marketing cookie, meaning businesses of all sizes could be losing out when it comes to targeting and tracking audiences
With the likes of Facebook and Apple already making moves to limit the amount of identifiable data that advertisers receive, it’s important to take steps to begin growing your own pool of first-party data. One of the key reasons for the decline in cookies is the fact that today’s audiences naturally expect more privacy. Research carried out by Google in September 2022 confirmed this, with 43% of consumers saying that a negative privacy experience with a brand would make them unlikely to use that brand in the future.
This can make growing your own first-party dataset a challenge, given that audiences are now more discerning than ever about who they share their data with and what that data is used for.
So, how can you encourage users to trust you enough to opt-in to tracking and data sharing?
Incorporate clear trust signals: Trust must be earned, but you can communicate to your audience that you’re a credible, genuine organisation they can feel comfortable with by showcasing clear trust signals on your website. This can be achieved in a number of ways. For example, by displaying logos for trade accreditations and certifications you hold, showcasing awards and making contact information easy to find
Display reviews: Consumer reviews are an important part of the buying process for today’s consumers. They act as social proof and can help those who may be unsure about dealing with you feel more confident in their selection. Displaying reviews on your site also helps to create a sense of what dealing with you is like. Positive reviews and star ratings demonstrate that you can be trusted to offer a positive customer experience.
Make your privacy policy easy to find: Having a clear privacy policy is non-negotiable but don’t hide that document away in the depths of your site. Include a clear link in your website footer so that it’s easy for visitors to understand how their data will be used.
Provide data controls: Google’s research found that brands who put the consumer in charge of their data and created a sense of ownership were more likely to be perceived as trustworthy. The most effective tactics include asking your users how often they’d like to be reminded about their privacy settings, providing privacy digests via email, and asking for consent ahead of personalisation.
If you’re looking for more ways to grow and use your first-party data, contact us to explore how we can help.
