It’s All About the Data
Zero-Party CDPs for the Win
When news broke that the reign of the third-party cookie was coming to an end, the majority of marketers’ initial response was to panic. However, the sunsetting of the third-party cookie doesn’t have to be a detriment to success. Instead, marketers should see it as an opportunity for brands and marketing teams to collect, aggregate, and leverage their consumer data within their own in-house CDPs, and on their customer’s terms.
Time for a Goal Reset
The best way to do this is to fully understand the wants and needs of your consumer and where they spend the majority of their time in the digital world. Once the audience is understood, the best place to reach them has been identified, and the type of content that engages them is known, it is time to determine what you can do to help them. Yes, help them.
More than ever, marketers need to hinge on engaging consumers with helpful information, and helping customers achieve success. Modern consumers do not want to be inundated with troves of information that they cannot relate to. They want to come across information and products that are useful to them when and where they need them the most.