Nobody knows you like your phone. Every app, every website, even the maker of the phone — they’re all tracking you. And while that’s created a booming digital advertising industry, recent years have turned the conversation toward privacy and how much control users should have over their data. We know the days of the third-party cookie are numbered, so it’s time we find other ways to reach audiences online.
Our recommendation: start investing in first-party data. This is data you gather directly from the user through your CRM, email campaigns, customer service reports, web forms and more. Collecting (and organizing) all this data does require some upfront work, but the long-term value in building a clear picture of your target is well worth it. At UPBrand, we’re already thinking beyond cookies and helping our clients do more with the data they have. And in a world where things change on a dime, knowing exactly where your marketing data comes from is a huge relief.
