With the imminent end of third-party cookies , the digital landscape is facing a significant transformation, directly impacting companies’ marketing strategies. This article explores the importance of Customer Relationship Management (CRM) and first-party data as key to successfully navigating this transition.
Topics covered in the article:
Distinction between Proprietary Data and Third-Party Cookies
The Power of CRM in Managing Proprietary Data
Strategies to Strengthen the Database with CRM
CRM Beyond Email: A Multichannel Strategy
The Importance of LGPD Compliance
How to Prepare for a Customer-Centric, Third-Party Cookie-Free Future
Distinction between Proprietary Data and Third-Party Cookies
It’s vital to understand the distinction between first-party data and third-party cookies. While cookies are generated by external websites, first-party data is collected internally, providing more accurate and reliable information about customers.
Proprietary data is becoming increasingly essential for marketing strategies and for companies to understand and learn more about their customers or leads. Becoming independent of third-party cookies is a malaysia email list path of no return, especially when it comes to digital results. With this, conversion attribution also becomes another challenge. One of the trends with the end of third-party cookies is the enrichment of the contact or customer base, not only increasing volume, but also obtaining relevant data from a customer or lead, so that your products, campaigns and actions are increasingly relevant and personalized.
The Power of CRM in Managing Proprietary Data
In this new context, CRM plays an essential role in efficient data management, providing valuable insights and enabling personalized communication with customers. We will highlight key strategies for strengthening your database through CRM.
Companies that did not pay due attention to collecting their own data in accordance with LGPD rules or did not invest in expanding their contact base now need to rethink their approaches. This becomes even more crucial, as remarketing strategies are losing effectiveness and relevance.
CRM becomes the star of the show when it comes to the end of cookies, driving conversion and personalized digital campaigns. An essential tool for this transition is ensuring a great user experience on digital platforms, as well as encouraging partnerships that generate new leads relevant to the business.
Therefore, let's explore in a more didactic way how these elements fit into this new reality.
Strategies to Strengthen the Database with CRM
Focused Data Collection : Map crucial customer information such as purchase history and personal preferences.
Corporate Data Integration: Ensure the unification of information across departments on an integrated platform.
Data Governance and Enrichment: Establish solid policies for data management and use tools to enrich it.
Practical Example: The Case of a Clothing Store
Imagine a clothing store that uses CRM to track customers’ style and size preferences. With this data, the store can create personalized recommendations, send targeted offers, and even anticipate purchasing trends.