How publishers are crafting meaningful experiences to drive engagement — and first-party data | International Association of Digital Marketing Professionals (IADMP)

Andrew Sullivan, Chief Product Officer, OpenWeb

Paradigm shifts rarely announce themselves in advance. This is what makes the current moment so unique: It’s known that third-party data, the lifeblood of Web 2.0, is on the way out.

Google’s cookie ban is imminent, and regulators are cracking down. The way forward will be first-party data gathered directly from customers and consumers. Acting on that knowledge in the waning days of third-party data has become essential: In a recent poll, 88% of marketers said first-party data collection was a priority for 2021.

First-party data is far from a consolation prize. In many ways, it’s a superior animal to third-party data. For one, it has a much higher return on investment — after all, the data is collected by the publisher without relying on pricey intermediaries. It helps with all the things third-party data does — retargeting, pattern-identification, trend prediction, etc. — while carrying none of the privacy-related stigmas.

Operating outside the big third-party data warehouses and platforms builds trust with consumers, who, with each highly-publicized leak or Cambridge Analytica-style controversy, become ever-more alert to how their data is being used (or misused, as the case may be). A 2019 poll found that 72% of people would stop buying from a company or using a service due to privacy concerns, which first-party data goes a long way toward alleviating.

The question for publishers, then, is, what’s the best way to acquire first-party data? And the answer, as countless publishers have come to learn, is simple — on-site experiences. The more users engage with a site, the more the publisher can learn about them. Creating on-site experiences that boost time-on-site and increase the likelihood of return visits is more critical than ever in a first-party data-driven world.

Personalize the experience to create greater value

All publishers post a range of content on any given day, and not all of it will be relevant to each reader’s interests. Sports websites might have readers who are only interested in football or hockey, while a cooking site might have readers who only want to see vegetarian recipes. For readers, this means a firehose of content that’s not aligned with their interests — but it doesn’t have to be that way.

Allowing readers to track the topics they’re interested in — and pinging them with on-site notifications when relevant content is posted — transforms a website from a simple content publisher into a valuable, meaningful content experience. By helping readers find what they want, when they want it — seamlessly and quickly — publishers radically boost the odds of engagement. It also grants precise insight into readers’ interests, which can help guide editorial and increase registrations by providing a clearer sense of where a registration wall is likely to drive sign-ups, for example.

Embedding interactive elements goes a long way

Interactivity is key to acquiring first-party data from readership — registered or otherwise. The allure of a quiz, whether frivolous or data-based, or real-time Q&As with editors and writers, are irresistible. …read more

Source:: Digiday