New Content Marketing Objectives: First-Party Data Collection

How is your client supposed to get personalized ads to current and potential customers with cookies decreasing everywhere? This data loss needs to be made up for, and brands are updating their content marketing objectives to do so. Is your client ready for the age of first-​party data?

Cookie-​Based Third-​Party Data Isn’t Recovering

If your client thinks data privacy is just a fad they can wait out, they’re sorely mistaken. According to a report by iab, 95% of data/​advertising decision makers expect continued legislation and signal loss. Unfortunately for ad planning, privacy comes before usable ad data.

What does this mean for your client? According to iab:

• 72% of brands expect their ability to use or access browser history, real-​time signals, PII and location to be reduced. That means less access to emails, names, IP addresses, and GPS coordinates
• 61% say they expect it to be more difficult to collect demo, user preferences and behavior from third parties

Overall, brands are less confident in data used by social media, programmatic platforms, ad servers, and website analytic tools.

As a result, 66% of brands say that their ability to personalize messaging has decreased. This spells trouble for marketers since:

To make up for the lack of critical third-​party data, brands are switching their focus to first-​party data. And 71% are turning to new content marketing objectives to do so.

Collecting Your Client’s Own Data

Although less popular in the past, first-​party data gives your client all the information third-​party data used to. First-​party data points that brands are already collecting in 2024 include:

• Contact Information: 84% of brands are collecting this first-​party data as we speak
• Device: 81%
• Transactions: 73%
• Content Consumption: 70%
• Location: 69%
• Demo: 67%
• Interests and Preferences: 64%

One of the content marketing objectives that brands are taking advantage of to enhance data collection is AI.

AI’s Role

“AI algorithms analyze first-​party data collected directly from consumers through interactions on websites, apps and other digital platforms,” says iab. “By extracting patterns, AI helps enrich datasets and provides deeper insights into consumers profiles and preferences.”

AI can also help increase traffic to your client’s content to increase the number of consumers to get data on. According to a previous SalesFuel blog based on data from Content Marketing Institute, AI can help with:

• Brainstorming new topics for content creation
• Researching headlines, keywords, etc.
• Writing drafts

Additionally, AI can help your client meet the majority of their most pressing content marketing objectives, such as:

• Creating the right content for their target audience(s)
• Differentiating your client’s content from the competitions’
• Optimizing that content for SEO
• Creating quality content that drives traffic and sales

With AI’s help, your client can craft content that will get more potential customers to visit your client’s sites. From there, it’s easy to glean information on them to use for future advertising campaigns. You’ll get a better idea of which pain points to focus on promoting based on which content is most popular.

Want more information on the types of content your client’s target audience is looking for? Check out their profile on AudienceSCAN on AdMall by SalesFuel.

Hopefully with this information your client will be less concerned about declining cookies and privacy culture. There is just as much, if not more, opportunity to be found with first-​party data that’s easy to collect/​analyze. All you have to do is update your client’s content marketing objectives to get the ball rolling.

Photo by: Jason Goodman