Online there are many ways to identify an audience who has an interest in your website, product, or service. This information is useful to marketers by locating where the customer is on their customer journey – sometimes even their actual geographical location! With this data, a company can personalize the journey for the consumer to positively influence their decision to meet the company’s conversion goals. Strong identifiers like first party data reflect primary data released by the user or social-sign in allows the consumer to be identified by their online profile that displays their data, behaviors, and interests.
On the other hand, there are weak identifiers that are not reliable in relaying information to the company. Cookies, for example, help recognize a returning user by storing bits of their information on a website browser to assist with things like automatic profile sign-in when you enter a webpage. Unfortunately, this information does not include behavioral data, mostly forms of identification. Although GDPR (CNBC.com) has raised the significance of data collected through cookies, 60% of cookies do not store information for longer than a month and companies at times delete cookies without the customer’s knowledge. This makes it difficult to track a consumer and pinpoint their needs.
Personalization and addressability are key factors in digital marketing that guide a customer through their seamless journey. If a company cannot offer a customized experience they are at a disadvantage in the online market to competitors who are accurately identifying their audience. Relying on strong identifiers like the ones aforementioned as well as e-mail tracking URL and website login will drive greater results and conversions for your company and marketing team.