With the imposition of the CCPA in 2018, changes were implemented by Google, Safari, and other browsers to comply with the Act. Third-party cookies started getting depleted, and so did the valuable consumer knowledge and insights associated with the data provided by third-party cookies. Marketers started reinventing their marketing disciplines and processes to adapt to this new reality. They had to get creative and find new solutions that help sustain consumer connections to unlock insights into consumer preferences and behaviors. The new solution primarily involves building the capabilities to acquire the relevant consumer information directly from the customers and own that data. The data collected directly from the consumers are known as first-party consumer data. The evolving model is to progressively enrich the first-party data using the consumer data collected across various methods and other sources to get a more dynamic and unified consumer view. Such unified consumer segments are activated to drive efficient conversions and new consumer acquisitions to drive a profitable growth story.
With the changing market dynamics and the growing complexities of the consumer decision process, acquiring first-party consumer data becomes the cornerstone for the marketing successes of brands.
Consumers appreciate their privacy in this digital era but yearn for personalized treatment, preference, and convenience. Brands need to exchange the right value with consumers to encourage them to share their first-party data. Brands can gather first-party data from different sources with innovative value exchange programs. Brands can collect first-party data from different sources and interactions like product purchases, social media, log-ins /authentication through sign-up, customer service interactions, receipt validation, surveys, contact us forms, and most importantly, loyalty programs like Sweepstakes
Sweepstakes are gaining popularity among marketers to engage consumers meaningfully and inspire them to share their first-party data. It enhances the consumers’ willingness to provide their first-party data owing to its “larger than life” appeal.
Sweepstakes address the right consumer aspirations by connecting the brand with consumers’ dreams and desires. It comes with the grand “chance to win” a prize in exchange for their personal information. The prizes are few but can engage many consumers to drive virality (talk of the town) due to its substantial financial values and unique social recognition.
The investment required from the marketer to run sweepstakes is always lower than the spike in its Awareness, Engagement, and Preference Indexes resulting from the program. Thus Sweepstakes are, in most cases, ROI positive and involve lower risks.
- Sweepstakes need to offer a reward highly relevant to the target audience and routed in the brand truth.
- Simple and easy entry process to participate.
- Website and online forms to be optimized for mobile devices to signal “ease & immediacy.”
- Clarity on adherence to consumer privacy with right legal disclaimers adds to the program’s transparency and credibility.
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Manage customer loyalty
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Upsell & cross-sell products
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Develop a more personalized experience with consumers
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Attract new customers
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Product and service designs and development
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Unlock more data enrichment opportunities
At Grivy, we are focused on creating the perfect value exchange for consumers and increasing their willingness to share first-party data. We enable you with a data-empowering user journey best fitted to reach consumers mobile-first with the excitement of sweepstakes to collect their first-party data and track their journey ahead to gauge responsiveness and optimize on-the-go for incremental sales impact.
