Danny O’Reilly, Content Marketing Manager for Cheetah Digital, explains how FMCG brands can build more direct relationships with consumers.
For a litany of reasons, collecting first- and zero-party is becoming both more difficult and more valuable than ever. Burgeoning privacy legislation like the GDPR and CCPA, the intensifying offensive against cookie tracking, and the outlawing of third-party data to action ad targeting has meant marketers need to find new ways to power their initiatives.
Fast Moving Consumer Goods (FMCG) marketers face an even steeper challenge as historically they have sold their products through third parties and, as a consequence, their opportunities to connect with consumers are diminished.
However, many forward-thinking FMCG brands are turning to interactive experiences to collect the permissions and preference data required to build direct-to-customer relationships, and deliver truly personalised marketing.
It is entirely possible for FMCG marketers to collect opt-ins and psychographic data that is shared directly with you by the consumer. This is zero-party data.
All you have to do is ask, and if you back this up with a tantalising value exchange, studies prove the majority of consumers will share granular preference data with you – data points like purchase intentions and motivators, accompanying their personal data, to improve personalisation and help build up a picture of who they are.
FMCG brands can deliver this through interactive experiences that conduct market research, accrue opt-ins, and deliver an altogether better experience with a tangible value exchange for the consumer, in the form of added value (coupons, competitions, social kudos, or content, to name but a few). Delivering experiences over interruptions is the key to collecting the permissions required to start building meaningful relationships with consumers.
Cheetah Digital has partnered with some of the world’s leading FMCG brands to empower them to break the direct-to-consumer dilemma, and collect the data they need to make more meaningful connections with their customers.