IT Brief Asia logo
Technology news for Asia's largest enterprises
Story image

Zero party data and the new era of 'relationship marketing'

By Contribution
Fri 17 Jun 2022

Article by Cheetah Digital solutions consulting director, Brendan Murphy.

The ideal way to engage consumers is through real-time, hyper-personalised experiences, a new eConsultancy report, in partnership with Cheetah Digital reveals. The report, ‘2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalisation, Privacy, Messaging, Advertising and Brand Loyalty’, indicates that consumers across Australia interact with a brand on multiple channels, often unpredictably.

Speaking with Paula Thomas on her weekly podcast “Let’s Talk Loyalty”, Cheetah Digital’s VP of content and data, Tim Glomb broke down key takeaways from the report, delving into consumer attitudes towards personalisation, privacy, messaging, and brand loyalty in the APAC region. 

Relationship marketing beyond the cookie

The insights that really struck Paula in the report were the responses around consumer data privacy. “When I saw that consumers were investing and spending so much money to protect their privacy on things like incognito browsing, PC cleaners and premium blogging software, I was shocked,” she says. 

In the APAC report, incognito browsing shot up 50% this year compared to last. “It’s like a revolt of sorts,” Tim points out. “For years, marketers got fat on cookie technology. We embraced technology that made us lazy marketers, putting the creative to the side and focusing solely on sales goals. And consumers are over it. They’re done. They don’t care about your marketing plan.”

The sooner marketers understand that and start building relationships, Tim says, the better. “Relationship marketing needs a kick in the pants this year. It’s time for us to get back to the way we communicate as humans and build relationships. We need to start doing that with our audiences at scale.”

​As browsers like Google cement their plans to comprehensively curtail third-party cookie tracking and consumers get more proactive about protecting their online privacy, marketers must shift to a first-party and zero-party data strategy to power their advertising and marketing initiatives. In addition, they must gain permission from their customers or risk being labelled as “creepy”.

Paula says it’s a fine line between what’s okay to use and what’s downright creepy. “I was recently speaking with a friend about a cold sore she had. And immediately, I started getting ads for herpes creams on my mobile phone. It was distressing,” she shares.

Tim says things like that happen all too often. Cheetah Digital’s report revealed that more than half of Australian consumers (69%) believe cookie tracking is creepy. “There is a better way and that’s permission-based marketing. It isn’t rocket science. In fact, it should be common sense,” he says. 

“But the data continues to show that, year over year, people are getting increasingly frustrated with those types of tactics,” he says. “Marketers need to take note and leave those tactics to the real spies of the world. They need to get on with building better relationships.”

The power of personalisation

It turns out that greater personalisation yields return-on-investment (ROI) and long-term consumer excitement. But it’s important to get it right. “If you can personalise at scale, you’re not really doing what consumers expect,” Tim says. “Our report shows a 110% lift in people wanting to be treated as an individual, which really cements Cheetah Digital’s strategy and investment into personalisation engines.”

“People want to have a voice. They want to be recognised, and they want to be given recognition for their allegiance and loyalty to brands. The data speaks for itself — it’s not me saying you have to personalise; it’s almost 5,000 people telling you that.”

Before anything else, marketers need to create a strategy that involves getting closer to their customers. Customers are saying, ‘We’re happy to provide our data and sign up to your marketing program in exchange for relevant offers sent directly to me.’ 

Email continues to reign supreme

As the third-party cookie continues to crumble, one of the biggest revelations for marketers has been the sheer fact that relationship marketing doesn’t have to cost an arm and a leg. Contests and sweepstakes, for example, are cost-effective methods of engagement.

Email also remains an incredibly effective tool for marketers to harness. According to the report, 41% of people globally had made a purchase from an email in the last 12 months — a 16% increase from 2021. “Email remains the number one driver,” Tim says.

“Email beats out banner ads, social posts and other channels for driving commerce. And it’s been around forever. Email is a staple, and it’s something every brand needs to have for a robust strategy.”

Welcome to the new era of relationship marketing

Relationship marketing becomes simple when marketers realise that people just want to be treated as individuals. The days of batch and blast emails are long gone. In fact, the report revealed that there has been a near 50% increase in Australian consumers who feel frustrated with a brand that does not recognise their unique desires and needs in its personalisation strategies. 

But at the same time, Tim points out that consumers aren’t demanding to be recognised for every single transaction either. Instead, they want to be recognised for the things they do with the brand, like going to events, engaging on social or visiting the store.

This year’s report also highlighted that consumers want to feel like they’re part of a community. In the value exchange economy, Australian consumers are rewarding brands that prioritise personalisation, with just over half (52%) saying they will trade personal and preference data to feel part of a brand’s community. 

“For a brand, that means creating a forum for customers to engage and get to know each other,” Tim says. “Brands can create value in more ways than points alone. Upgrades are great, but they’re not enough if you aren’t providing a sense of community and recognising individual actions too.”

Paula agrees, adding the importance of innovative loyalty. “With more of that, the whole industry will flourish,” she says. “Consumers will increase their levels of engagement once they have an opportunity to connect with a brand.”

Related stories
Top stories
Story image
Adobe
Marketplacer and Adobe accelerate partnership for enhanced commerce solutions
Marketplacer has accelerated its partnership with Adobe in order to further enhance the global commerce marketplace.
Story image
Collaboration
Enterprise service management: the importance of a one-stop shop
In an online world, employees and end-users want one place to go for all their questions and requests. Intranet technology and self-service portals are useful tools that help serve this purpose.
Story image
Storage
EXCLUSIVE: Finding the best data center for your business needs with datacenterHawk
Companies using cloud are consistently looking for the best storage solutions to suit their enterprise needs and often have to go through rather complex processes in order to find the right fit.
Story image
Ransomware
Examining the future of ransomware threats with Vectra’s CTO
As customers' valuable data move to the cloud, so will ransomware. What is the current landscape and what do we need to know?
Story image
Cybersecurity
FIDO Alliance releases guidelines for optimising UX with FIDO Security Keys
The new guidelines aim to accelerate multi-factor authentication deployment and adoption with FIDO security keys.
Story image
Compliance
SentinelOne integrates with Torq to empower security teams
"With Torq, security teams can extend the power of SentinelOne to systems across the organisation to benefit from a proactive security posture.”
Story image
Cloudian
Cloudian, Vertica to deliver on-premise data warehouse platform
"We’re enabling our customers to capitalise on a leading object storage platform and maximise the value of their digital assets.”
Story image
Artificial Intelligence
Eight top DevSecOps trends to support IT innovation in 2022
The use of DevSecOps practices is growing, as it is increasingly seen as the best way to produce high-quality and secure code. So what are the current trends?
Story image
Microsoft
SAS wins Microsoft ISV 2022 Partner of the Year award
"We formed the SAS and Microsoft strategic partnership with a shared goal of making it easier for customers to drive better decisions in the cloud."
Story image
Microsoft
ASI Solutions named finalist of Microsoft Surface Partner of the Year
"ASI Solutions has a strong Microsoft focus, building value by helping customers maximise investment in modern workplace solutions."
Story image
Data
Kacific and Teleglobal support expansion of telecom networks in Indonesia
Kacific has partnered with Teleglobal in Indonesia to provide a large-scale deployment of mobile backhaul services to major telecommunications operators.
Story image
Artificial Intelligence
Dynatrace extends automatic release validation capabilities
Dynatrace has extended its platform release validation capabilities to improve user experience at every stage of the software development lifecycle.
Story image
Cybersecurity
Tech and data’s role in the changing face of compliance
Accenture's study found that 93% of respondents agree or strongly agree new technologies such as AI and cloud make compliance easier.
Story image
Artificial Intelligence
Juniper study reveals top AI trends in APAC region
Juniper's research shows an increase in enterprise artificial intelligence adoption over the last 12 months is yielding tangible benefits to organisations.
Story image
Migration
SNP unveils next generation of CrystalBridge software platform
Data is a key pillar of every customer-centric organisation, as it relies on agile decisions to become increasingly sustainable and intelligent.
Story image
API
Industry-first comprehensive risk-based API security enhances protection
Application Programming Interfaces (APIs) have become a crucial part of operating web and mobile application businesses and are causing significant economic growth in the digital sector.
Story image
Supply chain
Supply chains continue to be disrupted, enterprises embrace circular economy
“Businesses urgently need to find a solution that can help them to manage this disruption, and transition to a circular economy."
SonicWall
Find out how you and your business can prevent being caught out by everything from ransomware to cryptojacking.
Link image
Story image
Mergers and Acquisitions
SAS acquires Kamakura to propel risk technology innovation
Underscoring SAS growth in the domain-specific solutions space, the acquisition will enable SAS to greatly enhance the breadth of its risk solutions portfolio. 
Story image
Internet of Things
ManageEngine wins big in IDC MarketScape assessment
ManageEngine's Endpoint Central service has been recognised as a leader by IDC MarketScape in several categories including Internet of Things device deployments and UEM software for SMEs.
Story image
Recruitment
Thales on recruitment hunt for next disruptive innovations
"Recruiting new talent is part of Thales's belief in the power of innovation and technological progress to build a safer, greener and more inclusive world."
Story image
Cybersecurity
Delinea’s Joseph Carson recognised with OnCon Icon Award
Delinea chief security scientist and advisory CISO Joseph Carson has been recognised as a Top 50 Information Security Professional in the 2022 OnCon Icon Awards.
Story image
Voice recognition
Renesas and Cyberon expand services with voice recognition
“We are honoured to collaborate with Renesas to simplify the development of embedded voice recognition functions."
Story image
Cybersecurity
How organisations can mitigate IoT and IIoT security risks
IoT and IIoT come with inherent risks because they are often deployed faster than they can be secured, putting organisations in danger of cyber threats. Here are tips on how to mitigate those risks.
Story image
IDTechEx
The next stage for 5G in thermal materials - IDTechEx
IDTechEx says higher frequency deployments, such as mmWave devices and very different station types such as small cells, present their own technological evolution and, with it, thermal challenges. 
Story image
Tech job moves
Tech job moves - Bitdefender, Cohesity, Fortinet & MODIFI
We round up all job appointments from June 27-30, 2022, in one place to keep you updated with the latest from across the tech industries.
Story image
Infosys
Preparing for the digital decade with the right workforce strategies
For a decade that started under the pall of the pandemic, the 2020s is poised to end with a bang with the digital economy swelling to a high across the world.
Story image
Aspire
NEC expands Open RAN ecosystem with Aspire Tech acquisition
With its agreement to acquire Aspire Technology, NEC Corporation has further increased its capacity to deliver End-to-End Open RAN ecosystems.
Story image
Identity and Access Management
Ping Identity named a Leader in Access Management
Ping Identity has been named a leader in the 2022 KuppingerCole Leadership Compass report for Access Management. 
Story image
Artificial Intelligence
Salesforce announces new innovations for financial services
Salesforce has launched expanded financial services that offer more targeted and trusted automation to help teams unlock insights, deliver better customer service, and drive operational efficiencies.
Story image
Airwallex
How Airwallex helps businesses achieve globalisation success
As markets continue to shift, businesses need to be able to provide the same quality of service for customers regardless of where they are located around the world.
Story image
Infrastructure
Video: 10 Minute IT Jams - An update from Paessler
Sebastian Krüger joins us today to discuss how unified infrastructure monitoring enables MSPs to seamlessly deliver services to their clients.
Story image
Apple
Jamf introduces new content filtering solution for education providers
Jamf has announced the launch of Jamf Safe Internet, a new offering that looks to deliver a safe online experience to students while offering better management options for admins.
Story image
Cybersecurity
Without trust, your security team is dead in the water
The rise of cyberattacks has increased the need for sound security that works across any type of business, but with any change, buy-in is essential. Airwallex explains why.
Story image
Ransomware
Businesses unprepared to defend against ransomware attacks
Ransomware attacks continue to impact organisations worldwide with high costs, but businesses are still largely unprepared.
Story image
Solutions
Progress launches latest version of network visibility solution
In Flowmon 12 network solution, Progress has expanded its support for public cloud provider flow log monitoring and launched new features.
Story image
Robotic Process Automation / RPA
Salesforce announces latest generation of MuleSoft
Salesforce has introduced the next generation of MuleSoft, a unified solution for automation, integration and APIs to automate any workflow.
Story image
Malware
Colt launches new SASE Gateway solution with Versa
Colt Technology Services’ customers now have access to an integrated full SASE solution that brings together SD WAN and SSE features.
Story image
Development
Intel Labs unveils integrated photonics research advancement
"This new research demonstrates that its possible to achieve well-matched output power with uniform and densely spaced wavelengths."
Story image
Hybrid Cloud
Advent One acquires Layer 8 Networks, complements hybrid cloud offering
The acquisition comes at a time of surging demand in hybrid cloud, network virtualisation and network security.
Story image
Multi Cloud
Cloud is a tool, not a destination
For many years, “cloud” has been thought of as a destination which has led to a misguided strategy that sees an enterprise trying to shift all its applications to a single cloud provider – regardless of the specific needs and nuances of each individual workload.
Story image
Infrastructure
New VMware offerings improve cloud infrastructure management
VMware has unveiled VMware vSphere+ and VMware vSAN+ to help organisations bring benefits of the cloud to existing on-prem infrastructure.
Story image
Robotics
Evonik relies on Getac F110 tablet to control autonomous robot
The aim of the project is to evaluate the practicality of an automated robotic maintenance and inspection solution in the chemical industry.
Story image
Artificial Intelligence
Accenture shares the benefits of supply chain visibility
It's clear that gaining better visibility into the supply chain will help organisations avoid excess costs, inefficiencies, and complexity to ultimately improve their bottom line.