You can’t think of many assets more valuable to companies than the data they store about their consumers.
With varied information about the behavior, preferences, and other characteristics of the public, it is possible to set up increasingly personalized actions to attract and convert the buyer persona.
However, the collection of first-party data is a task that requires a strategic approach to convince the user that sharing their data is a safe and positive choice.
In this process, there is nothing more powerful than the proper use of interactive content.
The reason is clear in a study conducted by Unisys, which states that people are more likely to share their personal data if they are gaining something valuable in return. A simple example is the use of landing pages to exchange rich materials for contact information.
To understand how interactive marketing can be used to generate first-party data, we created this post. In it, we will explain:
What is the difference between first, second, and third-party data?
We opened this text by talking about the importance of data for the commercial success of any company.
However, it is important to note that there are different ways to collect such information, which directly affects the effectiveness and cost-benefit of a data-driven strategy.
For example, think of the various portals specialized in collecting data and distributing it to interested companies. This is what we call third-party data.
At first thought, it seems like a very interesting idea since it enables a large volume of data on the most varied subjects.
However, we know that digital strategies need to be more personalized if they want to meet the 4.0 consumer demands. That’s the problem with third-party data.
Because it deals with such a wide environment, it is difficult to extract specific information for your business’s reality, which may limit your possibilities.
Moreover, as it is a public source of data, the chance that you end up sharing the same information with your competitors is great. That way, the level of competition would become even higher.
Besides competing, companies can also cooperate with each other. This is the biggest idea behind the concept of second-party data. This often occurs between corporations that focus on different niches and, therefore, share data with each other without worrying about losing competitive advantage.
A travel agency, for example, could exchange information with a company responsible for providing transportation for tourists in the city. It is a win-win situation.
Second-party data is also very common in companies that cannot develop their own data collection channels or simply want to extend their database with more information.
Although it is a creative and, to some extent, effective alternative, second-party is not as valuable as first-party data.
Put simply, first-party data refers to the consumer information you have collected from your own acquisition channels.
This data is under your responsibility, and you must manage it in a way that benefits your company without disrespecting the regulations regarding this type of activity.
The great advantage of first-party data is that it is produced from your potential consumer’s direct consent.
In other words, the person has already demonstrated confidence in your business, which means that your branding and authority-building strategies are on the right path.
When they make their own data available, consumers also indicate that, in some way, they are interested in the material you are offering. From there, the path towards the conversion phase of the funnel becomes much faster and easier.
Moreover, owning first-party data gives your strategic department much more freedom to create customized approaches.
With the ability to manage your own database, you can work on detailed segmentation to improve the way you develop and execute your marketing and sales strategies.
The main limitation here is reach. Because it does not deal with secondary sources, first-party data acquisition may find it difficult to involve a significant amount of information.
Therefore, it is essential to invest in strengthening these channels, which can be jointly employed.
Here, we need to emphasize the importance of conducting this entire process according to both ethical principles and your region’s regulations.
Therefore, before turning our attention to the use of interactive content in first-party data collection, we will highlight some points of GDPR and other important legislation.
GDPR and other guidelines about first-party data
GDPR is the abbreviation for General Data Protection Regulation, a legislation launched in Europe that inspired similar movements on other continents.
It aims to protect the privacy of the European citizens’ data in order to avoid leaks and malicious practices.
The changes generated by this law, which came into force in 2018, were aimed at empowering consumers.
Besides, the consumer needs to know that they have the power to request the exclusion of data at any time, leaving no digital trace. Although GDPR focuses on the countries that make up the European Union, any company that carries out operations on European territory or targets the European public may be affected.
The impact of GDPR has generated similar legislation around the world, as in Brazil. There, the LGPD (General Data Protection Law) came into force in 2020, after allowing some time for companies to adjust to the new reality.
In the USA, there is no federal legislation to regulate the collection and use of user data. However, some states have established certain guidelines. One of the most relevant examples comes from California, with the California Consumer Privacy Act (CCPA).
The CCPA defines as personal information all “information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.”
Californian consumers have the power to access their data to find out the companies that use it and request their exclusion. Also, the Act prohibits the selling of data without the knowledge and consent of the user.
Following the laws related to the user’s privacy is fundamental not only for your brand’s reputation but also for your finances.
After all, cases of non-compliance can generate fines or lawsuits. In addition to California, other American states that have their own privacy laws. They are:
- New York
- North Dakota
How can I collect first-party data with interactive content?
Interactive content is the key to maximizing your first party-data collection.
The different formats available can be used to focus on the most varied buyer personas, enabling and encouraging their engagement. Among the main types, we can highlight:
- landing pages
All formats can, in some way, contribute to data collection. For example, quizzes are an excellent way to acquire knowledge about the maturity of the lead, that is, to understand in which phase of the funnel it is.
In addition, the quiz may include questions to determine the user’s region, purchase preferences, and so on.
And the landing pages? This feature, which many believe to be obsolete, still has great value in a Digital Marketing strategy. To extract these benefits, however, you must create interactive landing pages.
In addition to making the reader experience much more attractive, they can include elements such as Q&As, quizzes, and interactive calculators, which make visitor conversion more likely.
1. Focus on your buyer persona
Regardless of the format or channel you use, it is essential to focus on your buyer persona’s characteristics.
A strategy based on your ideal consumer makes it easier to make important decisions, such as the ones regarding the use of triggers and even choosing the most relevant subjects for the audience.
This way, when the visitor reaches your landing page or any other type of content, they will feel a customized experience. This simple factor reduces the bounce rate, facilitates attention holding, and can generate highly loyal consumers.
2. Share your content on your channels
There’s no point in creating interesting content if it doesn’t reach your audience.
Therefore, it is essential to work on a promotion strategy, involving all your communication channels. Social media, for example, is an excellent source of traffic for your other materials.
An email marketing strategy also comes in handy. With the segmentation features of the main automation platforms, you can create lists and separate your leads in order to nurture them with only the most relevant content to their peculiarities.
MailChimp is one of the best examples of these tools and can be integrated into the best platforms that create interactive content, such as Ion.
Besides this feature, Ion also offers an environment with all the resources and support needed to build and upload your interactive material, either starting from scratch or using editable templates.
To collect first-party data using interactive content, you must value your materials’ quality and authenticity.
By respecting local legislation and investing in your acquisition channels, as well as in the production of landing pages and other formats, you will build databases rich in information relevant to your business.
Would you like to start or optimize your Interactive Marketing strategy? Request a free trial of Ion and see how the platform helps marketers differentiate content to boost engagement, leads, and sales.