A Few Ways to Protect and Prospect Data Simultaneously
To walk the line between data spying and hyper-customization can be difficult. To create effective campaigns, it is incredibly important that marketers understand how to collect and utilize customer data. However, it is equally important to gather data ethically without ever losing footholds. Here are a few ways to do so:
1. Expand The Scope of Your Marketing Send offers or content to use that sit outside your traditional demographics. People often take a granular approach, which excludes audiences that may be interested. For example, a skincare brand might benefit from targeting more than women, who they believe are the only ones interested in skincare. Never exclude potential customers and you may catch people you never expected.
2. Create Buyer Personas with Target Audience Research
Use your content to target ideal customers and develop buyer personas. Conduct interviews once you have done some online research to learn how your target audience spends most of their time online. In doing so, you can determine the types of content they seek out, which will, in turn, help you set marketing goals and strategies.
3. Use Contextual Targeting
Contextual targeting is a type of advertising which centers around providing users with targeted ads based on webpage categories. When you analyze keywords, you analyze website content. Any of the ads you create can deliver a more personal experience to the user based on their previous interests in a specific vertical or category. You can streamline advertising efforts with contextual ads, all while tailoring ad campaigns and targeting those who are already seeking out relevant products and services.
4. Mine Engagement Data
You should be cataloging any customer engagement that you have had in the past into a database for your company so that you can analyze customer behavior to help you craft ideal marketing strategies. Great examples of this kind of data include SMS and email marketing campaigns. These kinds of tactics are incredibly simple yet equally effective when it comes to marketing to your customers. Plus, it doesn't infringe on their privacy in the least.
Customer Experiences Thrive With Privacy
There is no question that the personalization of the customer journey is the future of marketing. However, as data collection and marketing tools continuously evolve to cater to individual customers, we need to consider the privacy impact. With the right combination of innovation and creativity, digital marketers can utilize resources to create effective personalized experiences without ever compromising privacy. We hope you have a better grasp of how to set up marketing campaigns while protecting the privacy of your audience.