In the age of data privacy concerns and GDPR, companies are rethinking the way they collect customer data. One solution that's gaining traction is known as "zero party data." Unlike first-party data, which is collected by the company itself, or third-party data, which is collected by an external source, zero party data is voluntarily provided by the customer.
To put it simply, zero party data is information that customers willingly share with a company in order to receive personalized offers, content, or experiences. This type of data includes everything from customer preferences to purchase intent. In other words, it's the gold mine that marketers have been waiting for—information that allows them to deliver hyper-personalized messages without compromising customer privacy.
So how can marketers collect zero party data? There are a few different ways:
Customer surveys and polls: Asking customers directly for their opinions and feedback is one of the best ways to collect zero party data. Not only does this give you valuable insights into what your customers want, but it also shows them that you're interested in their opinion—which can help foster loyalty and build trust.
Social media: Another great way to collect zero party data is through social media. Platforms like Facebook, Twitter, and Instagram give you a direct line of communication to your customers, which makes it easy to collect information like customer preferences or purchase intent. You can also use social media to run contests or giveaways that require participants to provide their contact information—giving you an easy way to grow your database while also giving your customers something valuable in return.
Website forms: If you have a website (and you should!), you can use website forms to collect zero party data. For example, you could include a form on your website that asks visitors to sign up for your newsletter in exchange for access to exclusive content or coupons. This not only allows you to collect valuable information about your customers, but it also helps you build a database of potential leads that you can market to in the future.
Zero party data is a win-win for both marketers and consumers. It gives marketers the ability to deliver more personalized experiences without sacrificing customer privacy—which is increasingly important in today's climate of data breaches and GDPR compliance. And for consumers, it provides them with more relevant content and offers—no more sifting through irrelevant ads or getting bombarded with generic messages. If you're not already using zero party data to inform your marketing strategy, now's the time to start!