APAC Marketers Embrace Zero-Party Data in a Post-Cookie Era

by LICERA Media August 1, 2023, 7:26 PM 1k Views

Zero-Party Data in a Post-Cookie Era

In an industry that thrived on third-party cookies for targeted advertising, the impending extinction of these cookies brings forth new paradigms in digital marketing. As disclosed in Twilio’s recent comprehensive report, a staggering 92% of marketers in the Asia-Pacific (APAC) region are optimistic.

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The Digital Landscape Transforms

Envisioning this change as an opportunity to boost trust in advertising.

Data Trust Crisis

High-profile data breaches have cast a shadow on the reliability of third-party data, making consumers wary. Notably, a sister report, The Consumer Data Revolution in Asia Pacific, highlighted that 42% of consumers would hesitate to share data with brands marred by significant breaches.

Championing Zero-Party Data

Surpassing the conventional wisdom of third-party data’s superiority, APAC marketers are turning to zero-party data. These are nuggets of information willingly shared by consumers – be it through surveys or feedback forms. This direct data not only enables tailored marketing initiatives but also fosters a deepened bond between brands and their consumers. Twilio’s findings indicate that an impressive 92% of marketers are already harnessing this goldmine of data. Primarily through proactive methods like surveys and social media polls.

Consumer-Centricity Reign

Consumers in the region crave transparency. Approximately 60% desire lucid insights into how their data is leveraged, while a significant 57% would more willingly share their data with brands that consistently offer exceptional experiences or maintain transparency in data usage protocols.

The Dawn of First-Party Data

Not lagging far behind is first-party data, a trove of information passively garnered from consumer interactions with brands’ owned platforms. Noted by nearly 69% of organizations in the region, this data type provides unmatched insights into consumer behavior, bolstered by its accuracy, adaptability, and direct control.

Navigating Transition Challenges

Although the trajectory seems promising, obstacles persist. Resistance from customers remains the chief concern for regional marketers. Brands, therefore, must prioritize refining their data collection techniques to ensure optimal engagement.

Consumer Willingness – A Double-Edged Sword

An intriguing perspective emerges when delving deeper into consumer sentiment. Roughly 42% of consumers have no qualms about receiving targeted advertisements post browsing in a department store, suggesting that personalized advertisements could pave the way for greater consumer acceptance.

The Way Forward

According to Nicholas Kontopoulos, Twilio’s VP of Marketing for Asia Pacific & Japan, the future lies in a recalibrated approach to data. “Brands must amplify transparency in their data usage narratives to unravel genuine value for consumers. Thereby cementing trust as the cornerstone of marketing success,” he asserts.