The effect of iOS on advertising is amplified with Apple rolling out iOS 14 features and Google announcing the removal of third-party cookies by the year 2022. Facebook and Google ad marketers are expected to be highly impacted in the way they target and market their users.
While every industry will not face the brunt of the iOS features, some tactics can be implemented to mitigate any major effects emerging from these changes. iOS 14 prevents advertisers from tracking the activities of users in the app without their consent. Advertisers now have to add pop up to their apps requesting users to get access to their actions on the app and to their device. With this policy, the effectiveness of retargeting ads and customized ads will be one of the biggest challenges and first-party data becomes the most valuable asset.
Read on to uncover a few ways to collect first-party data.
Before we get into details on acquiring first-party data, let us understand first, second and third-party data.
The first-party data is what you collect directly from your audiences such as audience behavior and actions with the help of your application or website, customer relationship management (CRM) data, social data and subscription data. It also includes offline data such as surveys and customer feedback.
Second-party data can be defined as someone else's first-party data. Advertisers need to purchase it from companies that own it. Since it is the first part of data of another company and can be purchased directly without involving any other source, its accuracy can be trusted. Second-party data sources include app activities, CRM, survey and website activity.
Data collected by third-party sources is often aggregated across various websites and applications. Data management platforms collect it from companies from where it originated. They pay the companies for such data and then sell it as third-party data. This allows companies to buy audience segmented data according to their requirement and use it to run customized ads.
Here are few ways to collect first-party data:
Web forms are generally placed on a website’s homepage where users fill out their information such as name, email id, contact number and so on in exchange of services like sign up for a newsletter, download pdf, whitepaper, request for a demo, sign up for a webinar and more. The goal here is to add these users for drip campaigns that offer high conversion rate and return on investment.
Running lead generation ads that allow form filling options are one the easiest ways to reach out to your target audience. Ad networks such as Facebook, LinkedIn, Quora, Google (available for Search, YouTube, and Discovery campaigns) are the most preferred platforms by marketers.
Gamification such as polls, challenges, quizzes, live Q and A are some of the best ways to build an online brand community and keep your audience engaged to understand more about their pain points, feedback and suggestions.
Not all industries require quantity over quality when collecting data of their leads through forms. Hence companies whose target audience is niche can frame customised questions to filter out better leads.