What is Zero-Party Data? Why is the future of marketing? Personalization

Are you marketing like "Damn Random"? Problems that marketers encounter But rarely talks about

Have you ever felt like this? Enormous marketing budget Shooting for the target group of customers who think "yes", but the results are in the opposite direction ... Customers see the advertisement but do not click, go to the website and then go out, or the most painful is Promotion sent back to annoy instead of creating sales. You try to do Personalization. Or specific marketing But felt like "guessing" more customers than "understanding", really like you have information in your hands But is a superficial information Not deep enough to create a true relationship Finally, the marketing campaign is not bang, conversion rate does not move, and you are still stuck in the circuit of "Trial and error" that is both tired and consumed unnecessarily

Prompt for illustrations: Marketer images are sitting in the temples in front of a computer that is full of graphs and complicated information. Conveys confusion and results that are not as expected

Why marketing "Knowing customers" is more difficult every day?

That the marketing is more difficult to do, not because you are not good, but because of the "rules" of the digital world are completely changed. The source of this problem comes from 3 main reasons:

1. The fall of Third-Party Cookies: Browser, Google Chrome, SAFARI, and Firefox are gradually canceling the use of third parties. Which used to be the main tool for tracking the behavior of users across the website to shoot advertisements when this "detective" disappeared. Access to broad customer behavior is almost impossible.

2. The law protects more strict personal information: around the world, more alert about personal rights, whether GDPR in Europe or PDPA in Thailand, which makes the storage and use of customer information must be clearly "consent". Therefore risking a lot of violation

3. Customers are smarter and more possessive of personal information: current consumers are aware and aware of the value of personal information. They are not okay with being followed up. And ready to reject the information immediately if you feel that that brand Unreliable Or not giving "value" that is good enough to exchange

Prompt for illustrations: graphics with broken cookies icons, shields (instead of PDPA/GDPR), and the image of the user denies 3 main reasons that make the original data collection more difficult.

What will happen to the same marketing?

Ignoring this big change And still attached to the old marketing methods that rely on a random information It is like rowing a water boat that is waiting for the day to run out of energy and finally sinking. The consequences are more intense than expected:

- Marketing budget leak: Shooting advertisements to people who are not really target groups. Is like pounding the river You will lose money with the click that will never change to sales.

- Conversion Rate Drop: When you offer products or promotions that do not meet the needs of customers. They have no reason to "buy" or "register". What you offer will not be able to close the sale.

- Loss of trust from customers: ignorance marketing may cause annoyance and make your customers feel that your brand has never "listened".

- Legal risk: Storage or use of data without consenting correctly according to the PDPA principles may lead to enormous amount of fines and destroy the brand's reputation.

Marketing that lacks real in -depth information Not only to hold the growth But may still destroy your business in the long run

Prompt for illustrations: The silver image that is flying out of the pocket to the graph that goes down. Conveys a wasteful budget and a drop

The solution in front: Get to know "Zero-Party Data". Information that customers are happy to give by themselves.

In the midst of the crisis, this information was born. "The hero" that will change the market game forever, Zero-Party Data, is the information that the customer "intended" and "welcome" to be given directly to the brand. It's not the information that the brand secretly collects or guess. But is the information that is caused by asking-answering directly

Imagine Instead of guessing what kind of coffee customers like We just created a fun quiz. Ask him that "Which coffee lovers are you?" Or surveying to choose "Which style of products are the most?" The information acquired is Zero-Party Data.

The main difference is:

• Third-Party Data (data from other places): bought from a large information service provider Unreliable And is about to disappear
• First-Party Data (our own information): Information on our web, such as the duty of in-law, the product that has previously been viewed, which is "observing" and "guess"
• Zero-Party Data (the information that the customer gave by itself): Information that the customer tells us directly, such as liking, intention to buy, personal attention, which is caused by "asking" and "listening"

Starting the Zero-Party Data is to change the view from "sneaking" to "talk" with customers sincerely. Which is the most important foundation of the E-Commerce Personalization strategy Successful And is something that the world -class organization, FORRESTER , the commander of this term, has given great importance

Prompt for illustrations: Infographic images compare the differences between Third-Party, First-Party, and Zero-Party Data, with a hand-shaped icon (data) to the brand in the Zero-Party Data to convey willingness.

Examples from the real thing: cosmetic brands use quiz to change their visitors into regular customers.

In order to be clearer Take a look at the story of a brand of cosmetic brands that have experienced online sales. They used to use the method of shooting wide, sowing and sending red lipstick promotions to all customers. The result is that most customers don't care because they are not the colors they like.

Turn point: The marketing team decided to lift the new strategy using Zero-Party Data. They created a quiz on the first page of the website on the topic. "Search for a dressed style for you." With a simple question such as:

• What kind of skin tone is your skin tone? (Warm/cold tone)
• What style do you usually make makeup/travel? (Nature/full)
• What kind of skin problems are you worried about? (Acne/wrinkles/dark circles)

Amazing results: When the customer plays the quiz, the system will recommend the product. "Really suitable for him", such as suggesting the color of the roof that matches the skin, recommends nude color lipsticks for people who like to make up natural look. Along with giving a special discount for the first purchase What happened is:

• Conversion rate increased by 250%: because of the recommended products for customers Makes the decision to buy a lot
• AORAGE Order Value (AOV) is higher: customers tend to buy multiple products according to the instructions. Not just one piece
• In -depth customer information: Brands get information about the needs of each customer to use to release new products and market in the future precisely.

This is the power of change from "guessing" to a "question" that brands like Shopify encourage online stores to use. To create superior and sustainable experiences

Prompt for illustrations: Picture of the mobile phone screen The left side is a generic advertisement. The right side is a result of a quiz that recommends that the product is especially suitable for that person. With customer smiles

Want to start collecting Zero-Party Data? Can do immediately with these 4 methods

Starting to collect Zero-Party Data is not difficult or must be as high as you think. You can start immediately on your website with these simple tools:

1. Create quiz & quizzes (Quizzes): It is the most fun and effective way! Try creating a quiz that provides knowledge or entertainment for customers, such as "Check your skin in 1 minute", "Find Gadgets that are suitable for your lifestyle." You get his needs immediately.

2. Use survey & polls (Surveys & Polls): Create short survey. Ask the customer's opinion after buying products. Or create fun polls On the webpage or social media asking, "New product, front lot What color do you want? "To make customers feel involved.

3. Build a preference center: on the member's profile page (My Account), add the part for customers to choose by themselves that Interested in any type of news (promotions, tips, new products) or especially like products. This is the honor and power of customers in controlling their own experiences.

4. Use Interactive Forms: Instead of using a boring registration form Try changing into a form that asks-answers step by step like talking. This will make the information more interesting. And is one of Important features that enhance registration for SAAS website as well.

The key is to "Value Exchange" every time you ask for information from customers You have to always give something useful back to him, such as Quiz's results, special discounts, or content that really rights.

PROMPT for illustrations: 4 icons arranged: Quiz icons, icons, clips, clips, gear centers, and interactive form

Common questions (FAQ) about Zero-Party Data

Q1: Is this Zero-Party Data illegal? PDPA illegal?
A: Definitely not wrong. In fact, Zero-Party Data is the "consistent" method and the principle of PDPA the most, because it is a direct request for information from customers and receives the "consent" first. As long as you inform the purpose of the data collection transparent And allow customers to have the right to change or delete his information

Q2: Must use expensive tools or programs. How do you start storing?
A: No need to start with the most expensive tool. Currently, there are many tools, quiz, or survey that are easy to use and not high prices such as Typeform, Jotform, Tally or even poll features in Instagram/Facebook. Can be used to start as well The important thing is to lay good strategies and questions.

Q3: How will the information be used to analyze?
A: You can share the information that has been divided into customers. (Segmentation) more detailed, such as a group that likes blue, groups that are worried about wrinkles, groups interested in investment products Then create an email marketing campaign, Personalized Content on the website, or firing advertisements for more accurate Lookalike customers.

Q4: Zero-Party Data. How is the information that we have done by ourselves?
A: Making Market Research is to find an overview of "market", but Zero-Party Data is in-depth information of "Each customer" in your database Which is specific and ready to be used to create Personalization Immediately and clearly better

Prompt for illustrations: People are talking to a large question mark. And there is a checkmark (CHECKMARK) above.

It's time to stop "guessing" and turn to "listen" your customers truly.

The marketing world has arrived at important turning points. The era of tracking and guessing customer behavior is about to end. And was replaced by the era of "Trust" and "Communication honestly" Zero-Party Data is not just a marketing trend, but it is the sustainable "future" of customers.

Starting the data collection that customers are happy to give by themselves. Is the most powerful signal that your brand "Care" and "honor" how much customers It is a conversation from "We have anything to sell" as "How can we help you?" When you understand the customers deeply Creating sales and changing them into the brand's true fan is not difficult anymore.

Today, try to explore your website and communication channels. Is there any point that you can change from "guess" to "ask"? Don't wait to do it. Because your competitors may start to do it!

If you want to upgrade your marketing with the most powerful information and create a conversion rate to grow. Consult with our Conversion Rate Optimization expert. We are ready to help you place strategies for collecting and using Zero-Party Data to create a real tangible business results.

Prompt for illustrations: Warm and inspiration Is a picture of the business owner, smiling and talking to customers in a friendly way With a higher sales graph behind

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