MGR eCommerce Edge Weekly | January 13, 2021
Top News This Week
First Party Data is Priority #1 in 2021 For Marketers
With increasing data privacy regulations in the US & Europe, along with private companies like Apple restricting data collection, it’s never been more important for brands to focus on their owned data capturing efforts.
2021 will see a big rise in a focus on ‘first’ and ‘zero’ party data. ‘Zero’ party data, for example, is collecting intelligence on people who are not your customers yet, like tracking behavioral patterns on your site to see what customers do and look at before they buy. ‘First’ party data is all of the classic stuff like customer name, email, address, preferences, etc.
This will all be harder to obtain from 3rd party advertising services, so brands must make sure they are capitalizing once customers are in place like their site where they can collect data. Of course in order to make people willing to give over their
This hurts because iOS customers are the most prolific buyers out of all segment groups. Advertisers will have to adapt and rethink the way they run ads. Of course to gather this data, brands will have to get creative with the value they offer to customers in return.
All of this is leading us further down the overall owned media trend that has been progressing for years. Where the brands who are be create and own the distribution of their media, rather than relying on 3rd party advertising platforms, will be those who rule the coming decade. But this is easier said than done.
Other Notable Links:
1. Rollable scroll-like screens are here – INPUT
2. What big tech’s scrutiny means for luxury advertising – VOGUE BUSINESS
3. Lexus is letting live streamers design their new cars – MARKETING DIVE