With Google’s push to eliminate cookies, companies will no longer be able to rely on third-party data—they will have to engage in first party (data given implicitly by customers) and zero-party (data given explicitly by customers) data collection. Of course, this can be done, and the results are better in the long run—but it comes at a cost and with limited time, resources and budgets, companies will have to get creative in their pursuit of their customers.
Excelling in Customer Care and Service with Data
CX has been on the forefront of marketing for the past several years. COVID and social unrest have caused many brands that were already on the path, to accelerate their efforts. Brands are being challenged to drive a customer experience that meets the growing expectations of individual consumers. More and more in our current climate consumers are moving to online experiences as lock downs Photo Credit Anna Shvets and quarantines have taken their toll. To compete, brands will have to understand how individual customers not only define issues but how they prioritize them relative to themselves. Brands will have to then not only personalize their messaging but contextualize it as well making sure it aligns with the prioritizes of each customer. And, in the midst of all of this they have to somehow remain authentic to their brand identity and voice.
It takes a lot of data and insight to drive that level of personalization and it all begins with gathering and utilization of first- and zero-party data in context. But How?
White Papers to the Rescue!
White Papers have stood the test of time and their many benefits are undeniable:
- White papers generate leads
- White papers spread expertise and build thought leadership
- White papers help you build a mailing list
- White papers allow you to accommodate original research
- White Papers Give You a Competitive Edge
Successive studies have shown that white papers are a tried and true method of collecting information from customers and buyers.
Business.com did a survey of 500+ of its lead generation advertisers. The results are highlighted below and show that most of the surveyed companies hold white papers in high regard as a lead generator. More than half of the companies indicated that white papers were a “valuable” or “extremely valuable” source of leads. White papers proved to be the top choice of lead generation strategies included in the survey.
One of the reasons white papers generate such a high number of leads is that people are willing to hand over their information to read them. In 2017 DemandGen conducted a Content Preferences Survey. The final Report showed that 76% of buyers were willing to register for and share personal information in exchange for white papers.
To truly excel in Customer care, you must know your customer—you must gather as much data as possible. White Papers are great vehicles for data gathering! They can be used to gather first party and zero party information almost effortlessly. Savvy Marketers would do well to include white papers in their marketing strategy in these changing times.