With the decline of cookies and increasing privacy concerns, brands are transitioning to zero-party data (ZPD) strategies. This approach enables marketers to gather willingly shared customer insights, such as preferences and intentions, through methods like surveys and polls. Currently, 57% of marketers focus on leveraging ZPD over traditional third-party data, which is losing relevance. The shift emphasizes the need for brands to engage customers actively and adapt marketing strategies to enhance personalization and build stronger relationships, promising a more sustainable and effective marketing approach in a privacy-sensitive environment.
Unlike first-party data, which observes behaviors, zero-party data is voluntarily shared by the target audience, like style preferences or event plans.
Brands need to shift from passively collecting data to actively engaging customers for insights.
With self-declared preferences in hand, the label can take control of their own data narratives and build stronger, more lasting relationships.
Around 57% of marketers are now putting their bets on zero-party data sources like surveys and social media polls.
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