What is Zero-Party Data?

Brand trust is a priceless commodity that comes from having an authentic relationship with consumers. To effectively build that relationship, marketers need data that comes directly from the customer, and they need to collect it in a privacy-compliant manner. It’s a challenge that’s become urgent due to recent industry privacy changes (such as Apple’s Identifier ...
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How Marketers Can Use Zero-Party Data to Improve the Customer Experience

This article originally appeared as a Forbes Communication Council Post. I’m a marketer. And like you, it’s been ingrained in me not to ask consumers for their data—because that sounds like friction. Anything that makes a consumer pause and question the brand’s intentions creates friction that can slow down the experience and kill the sale. ...
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How Zero-Party Data Can Turn Key Professionals into Influencers

One of retail marketers' biggest challenges is driving repeat purchases. As third-party cookies continue to phase out, brands are cultivating customer loyalty by leveraging zero-party data. But first, they need to collect it.   Customers will give a brand zero-party data if they receive something of value in return. And one of the most effective ways ...
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3 Strategies to Increase Retail Customer Engagement

Retail marketers face a complicated set of demands. In order to grow their business, they need to: Capture consumers’ attention.  Provide meaningful and engaging omnichannel experiences. Develop loyalty and drive repeat purchases.  And now that third-party cookies are being phased out, the complications have only increased. Marketers need to do all of the above and ...
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2021: A Year to Be Thankful

As I look back on 2021, the theme that keeps emerging is gratitude.   I’m grateful for all the professionals who have been easing the burden of Covid-19. Healthcare workers who care for the sick. Teachers who educate our children. Essential workers who keep our lives afloat. And especially the researchers and scientists who—in record time—developed ...
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How to Use Professions-Based Marketing to Acquire New Customers

As the year draws to a close, marketers are searching for fresh ways to find and retain new customers in 2022. Targeting a consumer community based on the identity its members share is a tried-and-true acquisition strategy that generates returns: think military discounts for Veterans Day, or back-to-school deals for college students. But what about ...
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6 Steps to Engaging Your Personas with Identity Marketing

Every marketer knows that personalization is highly effective, and that buyer personas are a powerful tool for creating it. But well-drawn personas aren’t enough. You need to create campaigns that attract and convert the customers they represent, and that’s often easier said than done.  Identity marketing gives you direct access to the personas you want ...
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How to Gain Cross Channel Insight into Identity Marketing Success

Marketers across all industries are using identity marketing to acquire and retain their best customers. Now they can answer one of the first questions their boss will ask: how did those customers find us? Brands using SheerID to run their identity marketing campaigns can use our new automatic UTM campaign reporting feature to identify the ...
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How Identity Differs from ID and Why Marketers Should Leverage It

Our identity is a deep expression of who we are. It sets us apart, unites us with others, and gives life meaning. It’s also how others see us, and when they acknowledge our identities, we feel seen and appreciated.  When marketers understand and leverage the power of identity, they can create more enduring customer relationships. ...
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How to Build a Veterans Day Campaign that Brings You Loyal Customers

In our SheerIDEA Innovation Labs series, we’re exploring the ways top brands win loyal customers from valued communities through VIP offers.  Recently, our Senior Marketing Strategist Anglea Modzelewski took a deep dive into how marketing leaders at Nike, Vineyard Vines, and Bed, Bath & Beyond build lasting relationships and attract new customers with Veterans Day ...
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