You’re working with a customer who wants to invest in a durable first-party data strategy. What should you tell them to do?
- Increase investments in third-party data offerings to complement their current first-party datasets.
- Start capturing device IDs to mitigate any signal loss from third-party cookies.
- Change landing page strategy and move email sharing forward to get a higher percentage of emails.
- Offer high discounts in exchange for consumers’ emails to build up a first-party database.
Explanation:
The selected answer is correct because changing the landing page strategy and moving email sharing forward can help capture a higher percentage of emails. By strategically positioning email capture earlier in the user journey, such as through prominent calls-to-action or forms on the landing page, businesses can collect more first-party data. This approach helps build a robust and durable first-party database, which is essential for personalized marketing and improving customer engagement, especially as reliance on third-party data decreases with the deprecation of cookies.
To build a durable first-party data strategy, it’s important to capture as many email addresses as possible. Changing the landing page strategy to move email sharing forward, such as requesting emails on the first page instead of at checkout, can significantly increase the percentage of email captures. This method helps in creating a robust first-party data foundation, which is essential for long-term customer relationships and personalized marketing.