Collect first-party data through content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 18, 2021, 11:24 AM UTC

Seek guidance on which brands could be ideal for a direct-to-consumer (DTC) channel can help advertisers acquire first-party data.

Businesses looking to obtain first-part data by engaging consumers and building DTC relationships, without third-party cookies must invest in content, solutions and services. Consumer brands in particular must invest in capabilities and content resources to acquire first-party data at scale.

For example, brands like Kraft Heinz and PepsiCo have made multiple investments in content assets like recipes and solutions on their online sites and services. Companies selling lifestyle products or having a strong presence in a specific niche can target consumers with valuable content in exchange for their information and preferences.

Further, brands known for innovative products, services and content can also attract and engage audiences, while gathering information. Businesses must create loyalty programs, frequently engage prospects, and offer rewards and incentives to collect first-party data.

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