IT Brief New Zealand logo
Technology news for New Zealand'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
Tech job moves
Tech job moves - ActiveCampaign, Arcserve, LogRhythm & Qlik
We round up all job appointments from June 17-22, 2022, in one place to keep you updated with the latest from across the tech industries.
Story image
Talend
Forrester names Talend Leader in enterprise data fabric
Forrester has named Talend a leader among enterprise data fabric providers in the Forrester Wave: Enterprise Data Fabric, Q2 2022 report.
Story image
Phishing
Online identity theft is rising in NZ - here’s what to do about it
It may start with a few stolen details online, but it could end with thousands of dollars missing or worse, a reputation down the drain.
Story image
Internet of Things
Domino's Pizza: A blueprint for secure enterprise IoT deployment
Increasingly, organisations are embracing smart technologies to underpin innovations that can enhance safety and productivity in every part of our lives, from industrial systems, utilities, and building management to various forms of business enablement.
Story image
Testing
Video: 10 Minute IT Jams - An update from Tricentis
Tricentis provides software testing automation, and software quality assurance products for enterprise software.
Story image
Cloud
Cloudflare outage in 19 data centers worldwide due to own error
Cloudflare says its outage for 19 of its data centers yesterday was because of a change in a long-running project to increase resilience in its busiest locations.
Story image
Cybersecurity
The link between cybersecurity, extremist threat and misinformation online in Aotearoa
Long story short, it's often the case that misinformation, threat and extremism link closely to cybersecurity issues and cyber harm.
Story image
Cybersecurity
Greater API usage raises concerns for protection - report
Radware has released its 2022 State of API Security report, which shows a rise in APIs, with 92% of the organisations surveyed significantly or somewhat increasing their usage.
Story image
Contact Centre
Customer service agents don't want to return to contact centres
A new report has revealed that 85% of customer service agents want to work full-time at home and not return to contact centre offices.
Story image
Hybrid workforce
Why hybrid working is here to stay and how to ace it
Citrix's new report reveals hybrid workers are more productive and engaged at work than their office and completely remote counterparts.
Story image
Infrastructure
VMware wins Google Cloud partner award for infrastructure modernisation
The cloud computing and virtualisation company was recognised for its achievements as part of the Google Cloud ecosystem.
Story image
Entelar
How TruSens air purifiers can create healthier workspaces
The pandemic has heightened our awareness of our own and others’ health, and made us all much more conscious of the environments we work in.
Story image
Disaster Recovery
Eaton provides business continuity with disaster avoidance application
Many SMBs often struggle with problems relating to UPS and IT assets due to the sheer amount of time and resources required to run effectively. 
Story image
Digital Transformation
Cybersecurity priorities for digital leaders navigating digital transformation
In recent years, Asia-Pacific has especially been a hotspot for cyberattacks, and as we continue into 2022, it’s evident that the problem is becoming more significant.
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.
Story image
Microsoft
Volpara, Microsoft project to detect cardiovascular issues
Volpara Health Technologies is working with Microsoft on a research and development project to speed up creating a product that detects and quantifies breast arterial calcifications (BACs).
Story image
SaaS
Sealord partners with Infor to improve sustainability
Sealord has chosen Infor as a strategic partner to implement an operational cloud-based platform that provides day-one functionality and sustainability gains.
Story image
Shouta
The rise of digital gifting in the workplace
The name itself does most of the explaining; it’s a gift you receive virtually. But a misconception about digital gifts is that they need to be redeemed virtually as well. 
Story image
Healthcare
Workday winning on culture and family focus
This family-first approach sees all employees receive access to family-wide private healthcare cover, as well as income protection and life insurance policies.
Story image
Dark web
Cybercrime in Aotearoa: How does New Zealand law define it?
‘Cybercrime’ is a term we hear all the time, but what exactly is it, and how does New Zealand define it in legal terms?
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
N4L
N4L, Spark, Chorus partner for Hyperfibre school upgrade
Networks for Learning (N4L) has partnered with Spark and Chorus to upgrade Wellington College to Hyperfibre, fostering stronger outcomes for students and teachers.
Story image
Training
Employers look to hire inexperienced coders due to skills shortage
"Even inexperienced workers without prior qualifications or experience had managed to pivot to new roles in coding as long as they are willing to upskill."
Story image
Partnerships
Microsoft expands APAC Enabler Mentorship Program
"Mentors are the key to success for every professional. A good mentor is a coach, a guide, as well as a vocal advocate."
Story image
Open source
DataStax secures US$115 million to fund database expansion
DataStax has secured US$115 million in funding, which it will use to develop and expand its Astra DB multi-cloud database and Astra Streaming service globally.
Story image
SaaS
Varonis strengthens security capabilities for AWS and S3
Varonis has strengthened and expanded its cloud and security capabilities, with a critical aim of improving safety and boosting data visibility in Amazon Simple Storage Service (S3).
Story image
F5 Networks
Telstra, F5 team up to bolster services and solutions
“This partnership demonstrates our ongoing investment into APAC as we continue delivering high value services and solutions to our partners and customers."
Story image
DNS
DigiCert acquires DNS Made Easy and affiliated brands
Greg Clark comments, says, "This combination enhances the security of certificate validation and enables the automation of future validations."
Story image
Microsoft
SMX partnership with Microsoft leads to NTT recognition
SMX has captured the attention of NTT after receiving positive reviews from businesses across Australasia and beyond for its email security.
Story image
Artificial Intelligence
Salesforce harnesses automated solutions with new developments
Salesforce has launched Sales Cloud Unlimited, a new feature to help accelerate productivity with AI and automation.
Story image
PagerDuty
Ready for anything with the PagerDuty Operations Cloud
In a world of digital everything, teams face increasing complexity. Ever-growing dependencies across systems and processes put customer and employee experience, not to mention revenue, at risk.
Story image
Commerce Commission
ComCom puts electronics sector on notice over resale price maintenance
The Commerce Commission has concluded an investigation into allegations that television manufacturers were engaging in illegal resale price maintenance.
Story image
trust
Consumers want personalisation, but don't trust brands with their data
Customers expect personalisation during every brand interaction but they don't trust brands to keep their personal data secure and to use it responsibly. 
Story image
Data
How a single mandate changed software development forever
There’s conjecture about exactly when it was issued and by whom, but a mandate made twenty years ago is continuing to shape the software development process today.
Story image
Citrix
The best ways to attract young talent during labour shortages
New research from Citrix reveals hybrid working and ventures into the metaverse are top of mind for Gen Z workers.
Story image
Secure access service edge / SASE
Cloudflare adds new capabilities to zero trust SASE platform
New features for Cloudflare One include email security protection, data loss prevention tools, cloud access security broker, and private network discovery.
Story image
INTERPOL
Hundreds arrested, millions seized in global INTERPOL investigation
A two-month-long investigation by INTERPOL this year involved 76 countries and clamped down on organised crime groups behind telecommunications and social engineering scams.
Story image
Infrastructure
Lenovo announces launch of Retail Solutions portfolio in A/NZ
Lenovo has announced the launch of its Lenovo Retail Solutions portfolio across the A/NZ region, which they say will help retailers transform their business and face future retail demands.
Story image
Cybersecurity
Aqua Security, CIS create software supply chain security guide
Aqua Securityand the Center for Internet Security have together released the industry’s first formal guidelines for software supply chain security.
Story image
Cybersecurity
Ingram Micro launches vendor-backed security program
Ingram Micro has unveiled a new program intended to give resellers the effective offerings their customers need to stay safe in the evolving threat landscape.
Story image
Cybersecurity
Why is NZ lagging behind the world in cybersecurity?
A recent report by TUANZ has revealed that we are ranked 56th in the world when it comes to cybersecurity - a look into why we're so behind and what needs to be done.
Story image
Cybersecurity
Threat actors ramp up their social engineering attacks
As people get better at identifying potential threats in their inbox, threat actors must evolve their methods. Their new M.O? Social engineering.
Story image
Market growth
Salesforce unveils new offerings for consumer goods companies
Salesforce has announced new products for consumer goods companies to help brands navigate increasing market complexity more easily.
Story image
Amazon Web Services / AWS
Zscaler, AWS accelerate onramp to the cloud with zero trust
Zscaler has announced an extension to its relationship with Amazon Web Services, as well as innovations built on Zscaler's Zero Trust architecture.