?<\/strong><\/p>\n\n\n\nPer dati di parte zero si intendono i dati forniti volontariamente e consapevolmente dal cliente.<\/p>\n\n\n\n
Questi dati possono riguardare l'intenzione di acquisto, il contesto personale o anche il modo in cui il cliente vuole essere riconosciuto dal marchio.<\/p>\n\n\n\n
Permettono ai marchi di costruire relazioni dirette con i consumatori e, a loro volta, di personalizzare meglio gli sforzi di marketing, i servizi, le offerte e i consigli sui prodotti.<\/p>\n\n\n\n
Collegandosi direttamente con i consumatori, invece di fare inferenze e supposizioni, si raccolgono questi dati semplicemente chiedendo.<\/p>\n\n\n\n
Se i clienti si fidano e apprezzano le loro interazioni con un marchio, condivideranno i loro dati in modo proattivo e intenzionale. I marchi possono quindi utilizzare i dati, gli approfondimenti e i permessi forniti dai clienti per implementare un marketing pi\u00f9 personalizzato.<\/p>\n\n\n\n
I diversi tipi di dati a seconda della fonte da cui provengono<\/strong><\/p>\n\n\n\n\nDati di parte zero<\/strong><\/strong><\/li>\n<\/ul>\n\n\n\nI marchi raccolgono dati di prima fonte direttamente dal cliente, di solito durante le vendite o compilando moduli; questo tipo di dati pu\u00f2 includere acquisti passati, indirizzi postali, preferenze di prodotto e date di nascita.<\/p>\n\n\n\n
Poich\u00e9 proviene direttamente dalla fonte, fornisce informazioni preziose su come un cliente interagisce con il marchio e su come i suoi comportamenti cambiano nel tempo.<\/p>\n\n\n\n
\nDati di seconda parte<\/strong><\/li>\n<\/ul>\n\n\n\nSi tratta dei dati di prima fonte di un'altra organizzazione. Vengono condivisi - non venduti - tra due aziende fidate e poi combinati con i dati di prima fonte per rivolgersi a un pubblico noto e sconosciuto.<\/p>\n\n\n\n
\nDati di terze parti<\/strong><\/li>\n<\/ul>\n\n\n\nSi tratta di dati raccolti da vari fornitori, che vengono poi acquistati dai marchi.<\/p>\n\n\n\n
Questo tipo di dati pu\u00f2 includere una miriade di dati personali o anonimizzati, come le informazioni demografiche e sulle attivit\u00e0 online, da cui \u00e8 possibile dedurre gli interessi e le preferenze di un consumatore.<\/p>\n\n\n\n
I dati di terze parti hanno un certo valore per i marketer, ma comportano rischi significativi.<\/p>\n\n\n\n
\nCome raccogliere i dati delle parti zero?<\/strong> <\/li>\n<\/ul>\n\n\n\nLa raccolta di questo tipo di dati richiede un approccio ponderato e strategico. I marchi dovrebbero sforzarsi di creare esperienze personalizzate che siano facili, trasparenti e di valore per i consumatori, assicurandosi che comprendano come verranno utilizzati i loro dati e quali vantaggi ne trarranno.<\/p>\n\n\n\n
I marchi sono tenuti a proporre uno scambio di valore utile. Sia dal punto di vista del marketer che da quello del cliente, questo scambio di valore \u00e8 semplice: chiedere, ottenere, dare, ripetere.<\/p>\n\n\n\n
Questionari, sondaggi, lotterie, codici QR nei punti vendita, testimonianze sui social media, solo per citarne alcuni, possono incorporare meccanismi di ricompensa che danno ai consumatori un motivo genuino per partecipare e inviare i loro dati.<\/p>\n\n\n\n
I vantaggi della personalizzazione<\/strong><\/p>\n\n\n\nI consumatori amano la personalizzazione guidata dai dati di prima fonte. La chiave \u00e8 stabilire una strategia di messaggistica intelligente che vada oltre l'\"invio a tutti\" o la personalizzazione che si limita a inserire un nome nell'oggetto.<\/p>\n\n\n\n
I messaggi devono offrire prodotti per i quali il cliente ha espresso interesse, che si adattano al suo budget dichiarato e contenere contenuti dinamici utilizzando parole chiave note per generare coinvolgimento.<\/p>\n\n\n\n
Costruire relazioni con i clienti<\/strong><\/p>\n\n\n\nGli Zero Party Data sono il futuro del marketing relazionale e hanno un impatto sull'intero ciclo di vita del cliente, dall'acquisizione alla fidelizzazione.<\/p>\n\n\n\n
Iniziate subito a costruire relazioni durature con i vostri clienti, offrendo loro uno scambio di valore coinvolgente che li faccia avanzare nel loro percorso.<\/p>\n\n\n\n
Inoltre, i dati di prima fonte sono fondamentali in tempi in cui la privacy e la personalizzazione sono priorit\u00e0 assolute per i consumatori.<\/p>\n\n\n\n
Secondo ricerche, come quelle condotte da Salesforce, che indicano che 76% dei consumatori si aspettano che le aziende comprendano le loro esigenze e aspettative, la raccolta di informazioni sulle loro esigenze e aspettative \u00e8 un elemento chiave di una strategia aziendale di successo. Dati di parte zero <\/strong>non \u00e8 solo utile per personalizzare l'esperienza del cliente, ma anche per costruire una solida base di fiducia tra marchio e consumatore.<\/p>\n\n\n\nQuesto approccio diretto e consensuale alla raccolta dei dati assicura che i marchi rimangano in linea con le normative sulla privacy, come il GDPR e il CCPA, che danno ai consumatori il controllo sui propri dati.<\/p>\n\n\n\n
L'integrazione di questi dati nella strategia di marketing di un'azienda pu\u00f2 fornire un significativo vantaggio competitivo, consentendo di personalizzare profondamente e anticipare i bisogni e i desideri dei consumatori, favorendo cos\u00ec una relazione pi\u00f9 forte e duratura.<\/p>\n\n\n\nIl marketing relazionale si concentra sullo sviluppo di relazioni a lungo termine direttamente con i consumatori, comprendendo i loro veri bisogni e desideri per offrire prodotti e servizi pi\u00f9 personalizzati.<\/p>","protected":false},"author":239642484,"featured_media":7067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1405],"tags":[1414,1422],"class_list":["post-9748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing","tag-zero-party-data"],"yoast_head":"\n
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