What is Zero-Party Data? And why is it the future of e-commerce marketing?

The real problem in life: How much to shoot? In addition, customers are annoyed!

E-Commerce business owners and marketing teams, have you ever felt this way? We spend a lot of advertising budgets trying to do the full Personalized Marketing, but the result is ...

• The advertising fee rises every day, but Conversion Rate does not move like pouring water into the sand.
• Customers ignore (Or worse is annoying) with advertisements and emails that we sent because it is "not exactly".
• Feeling like "shooting in the dark" is not sure what our real customers want. The information that has it looks too wide.
• While also having a headache with the Privacy rules like iOS 14 or the browser can stop using the Third-Party Cookies, which makes tracking data more difficult

If you are facing these situations You are not alone. This is a big problem that marketers around the world are encountering. And it is a warning sign that ... traditional marketing methods That we used to believe Is about to use no longer effective

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Why did that problem occur: Marketing created on "The information that is secretly listening"

The root of all the problems we met today. Caused by our dependence "Third party information" or Third-Party Data too much.

Imagine Third-Party Data. It's like we "secretly listen to" other people's dialogue or "stalking" his behavior online. By relying on the intermediary like "Cookies" that is buried on various websites The information that we got is just "guess". For example, "This person should be interested in running shoes. Because just went to see the shoes website "or" This person is probably a woman aged 30-35 years because of the family page "

The problem of this type of information is:

• It is 100%accurate: the husband may use the wife's computer to search for gifts. Causing the system to misunderstand that the wife is interested in that product
• It's annoying: Customers just bought plane tickets to Japan. But still saw the advertisement of plane tickets to Japan, haunting for a week
• It is about to disappear: Giant Apple and Google are seriously limiting the Third-Party Cookies to protect the privacy of users. Causing marketers to be "blindfolded" to one side

Creating marketing strategies on uncertain information and is about to run out. It is no different from building a house on a sand that is ready to collapse at any time.

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If left, how will it affect ?: The horrible future of the business that does not adapt.

Ignoring this big change And still hope to rely on old marketing methods, not just "stomping in" but it is "backwards in the canal" with a high price to pay

Imagine the near future of your business. If not starting to adjust from today:

• Wastened ad spend: You will continue to pass a huge budget with no one who wants to see ROI (the return of investment) continuously negative.
• Customer relationships: Your brand will be seen as "Spam" or "annoying" in the eyes of consumers. The communication that is not straight will destroy the trust that has been completely gone.
• Adjustable competitors will overtake far: While you are still the way to the market. Competitors who truly understand customers will be able to create Personal marketing campaigns (Personalization) that is powerful and easily pulled your customers.
• Sales and profits decrease significantly: when marketing is not at the point Can't attract new customers Can't treat old customers The final result is that the results are plumped into the abyss.

This is not a threat, but it is the "truth" that is happening in the world. E-Commerce adjustment is not "option" anymore, but it is the only "survival" of the business in this era.

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Is there any solution? And where to start: Meet "Zero-Party Data", the real hero

When the "secretly listening" is no longer effective. It's time for us to turn. "Talk directly." And this is the point where our hero like Zero-Party Data will step in to play an important role.

What is Zero-Party Data? Speaking to the easiest understanding is "the information that customers are willing and intend to give directly to the brand." Yes, it is not a guess. Not stalking But it is that the customer agreed to "say". We are who they are, what they like, what problems and what they want from us.

These data are often acquired through the creation of "dialogue" or "activities that create value, exchange" (Value Exchange) such as:

• Quizzes: "What kind of skin do you have? Come to do Quiz to search for the right care for you! "
• Survey: "Help us improve the product! Answer short questionnaires, get a 10% discount immediately. "
• Polls: "What color collection do you want to see between ...?"
• Preference Center: "Select the type of product and promotion that you are interested in receiving news"

The beauty of Zero-Party Data is that it is "transparent" and "maximum accuracy" because it comes directly from the customer's mouth. Which is completely different from other types of data, as forbes explains the importance of future marketing Clearly

And where should it start? You don't have to think big! Start with a simple question That you want to know about the most customers, such as "What are our customers buying to solve?" And try to create a simple quiz or poll. Up to find answers That is the most powerful starting point.

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Examples from the real thing that used to be achieved: When the coffee shop "knows" more customers than ever

In order to see the image clearer Take a look at the fictional story of the shop "Aroma Coffee" that changed from an ordinary online coffee shop. Became a favorite brand of coffee with the power of Zero-Party Data.

The original problem: Aroma Coffee has enough sales. But they send emails, promotions like "sowing", such as reducing the price of all kinds of coffee beans 15% to all customers As a result, there are very few people reading and sales from emails do not improve. They don't know which customers like dark roasted coffee. Who likes to roast? Or who has a coffee machine at home

How to solve with Zero-Party Data: The team decided to create fun. On the first page of the website on "Search for coffee flavors!" (Find Your Perfect Coffee Profile!) With simple questions such as

1. What kind of coffee do you like to drink? (Fresh, refreshing / concentrated chocolate)
2. When is the most often drinking coffee? (Morning / during the day)
3. What equipment do you use to brew coffee? (Driver / Espresso Machine / French Press)

When customers do it They will get the results as a coffee profile that is suitable for themselves with "Special discount code" for buying coffee beans for the first time.

Amazing results:

• Get in -depth information: Aroma Coffee gets information that is divided into customers. (Segmentation) immediately, such as "dark roasted coffee lovers using Espresso Machine"
• Sharp marketing: They can also send the email that is right, such as sending the latest soft -roasted coffee beads. "Coffee lovers" only, which results in the conversion rate of the email campaign to rise more than 300%.
• Increased sales: Customers feel that the brand "understands" and "really care" they cause repeated purchase and tell. Until the overall sales of the shop grew up without having to increase the advertising budget at all

This is a clear example that "Stop guessing" and turns to ask. "How much different results can be made.

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If wanting to follow, what to do? (Can be used immediately): 5 steps to create your first Zero-Party Data campaign

Read here Many people would like to do it, right? The good news is to start collecting the Zero-Party Data is easier than you think, and this is the 5 steps that you can apply to your business immediately.

Step 1: Set the goal clearly - "What do you want to know?"
Before creating something Ask yourself first "What information can change our market as much as possible?" For example, you want to know the problem of customers (Pain Point), his goal (Goals), or personal preferences. (Preferences) Clear goals will help you design questions that are directly.

Step 2: Choose the right tool - "What to ask?"
You don't always have to have expensive tools. Can start from:
- Quizzes & Surveys: Use tools like Jotform, Typeform, or features in your email platform
. - Interactive polls: Create fun polls on Instagram Stories or on the website
- Preference Center: Increase the part of the customer account. Let him choose what type of news to receive

Step 3: Create an undeniable proposal - "What does the customer get in return?"
This is the key! No one wants to waste time providing free information. You must have a "value exchange" such as:
- A person's specific results (such as finding the right products)
- Special discounts or access to products before
- Exclusive Content) such as E -Book or CHECKLIST
- Participation
in Landing Page. Will help communicate this value better

Step 4: Connect the data to the system - "Where will the information be used?"
Make sure that the data collected Is forwarded to the system you use automatically, such as email marketing or CRM so you can immediately create a campaign. platform also supports the use of this type of information. To create a better experience

Step 5: Do it immediately! - "Enable data".
Once the information has been obtained Don't let it lie still! Began to divide the customers and immediately create personal campaigns, such as
- customers say that they are interested in "Acne treatment": Send an email regarding acne care products
- customers say that there is a limited budget: Send special price promotions.
Starting from a small campaign Will make you see results and encouragement in further development to More complex features for future

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Questions that people tend to wonder And the clear answer (FAQ)

Q1: Zero-Party Data and First-Party Data different?
A: Even though it looks similar But there are important points. First-Party Data is the information that the brand is collected by customer behavior, such as buying history, webpages that are viewed. (It is "behavioral") but Zero-Party Data is the information that customers "intend to say" We directly about the needs, his preferences or problems. (Is a "intention"), which is more often more deep and more accurate

Q2: Will the customer really give us information? Are they not possessing privacy?
A: Of course! If your "exchange of exchange" is worth enough And you trust them to feel that the information provided will be used for "Create a better experience" for himself. Not to sell or send spam Transparency is the heart.

Q3: Is it a high investment Zero-Party Data?
A: It's not necessary. You can start with free or inexpensive tools, such as Google Forms for easy survey. Or poll features in social media The more important than the tool is "Creativity" in questioning and designing interesting activities.

Q4: How much should we ask for customer information to fit?
A: The principle is "Ask as little as possible. The most necessary "for creating that value at that time. If it was a short, 3-5 questions that are usually effective. Requesting too much information at one time may make customers feel like being "investigated" and abandoned halfway.

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Summary to be easy to understand + want to try to do

The era of the "Dura Rom" marketing that rely on information from Third-Party Cookies is about to end. The future of the E-Commerce marketing that will make your brand grow and be loved by customers sustainably. Is to create a true relationship through the "talk" and "listen" intently

Zero-Party Data is not just a luxurious marketing technique, but it is a "key". The main flower will help you:

• Understand the customer deeply: know what he wants Not just guess
• Create accurate marketing: Delivering the "Yes" content of the "right".
• Save budget: Stop losing money with an ineffective advertisement.
• Build loyalty to the brand (Brand Loyalty): Make customers feel that you are a "care" and "truly understand".

Do not wait for your competitors to lead farther. Do not let the opportunity to build good relationships with customers slip away. Starting today Try to create a simple quiz or poll. Up one piece And you will be amazed by the power of the "willing" customer.

It's time to change your website into a conversation tool. Not just a digital billboard It's time to change from "secretly listening" to "listening hard".

If you need an expert to help place your strategy and check your e-commerce website for a modern marketing . Consider our Ecommerce Optimization Audit service Expert Conversion Rate Optimization service is ready to help you create a result!

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