The volume of accessible data is going through a major transformation. More and more, customers flag privacy as a high priority in how they navigate digital environments. Customers expect real change—and they are getting it in the form of new digital privacy laws, updated regulations, and game-changing initiatives like Google Privacy Sandbox. Once Google gets involved, you know it’s big.

So, does this mean it’s all doom, gloom, and data depreciation ahead, or are there new avenues for using data in a high-privacy digital world? In our latest study commissioned from Forrester, Create Competitive Differentiation by Integrating Your Digital and Physical Experiences, we surveyed 256 market leaders to explore what’s next for data. Informed by the study, we pinpointed three recommendations for managing data strategies using an omnichannel approach.

1. Apply online data to in-person interactions

   Omnichannel is about blending marketing strategies from online to in-person for a seamless customer experience. The data gathered at the online stage counts just as much for your audiences in person. Using data tools, such as analytics platforms, you can create an energised omnichannel strategy that both collects and wields data to best serve your audience.

   • Dig into demographics

     There is a wealth of demographic data available on audiences at the online stage of their journey. Omnichannel strategy uses this data to optimise your audience’s in-person experience. Basic demographic data, such as age, location and gender, comes in handy for precise targeting. Perfectly place that exciting pop-up shop in the neighbourhoods of your top demographics. Create compelling billboards guided by the same messaging that resonates strongly with audiences online. The data is already there, don’t hesitate to use it.

   • Leverage online user interests

     Exploring user interests can help you envision new angles for your content. For example, let’s say you’re a large chain fitness center and a significant portion of your audience is interested in travel. Use that information to highlight your many convenient locations across the country or the world so current and potential members know they will have access to your service wherever they go. This kind of interest-based data can be helpful for everything from developing a messaging strategy to deciding what type of merchandise to invest in.

2. Data as the basis for localisation

   Localisation is important on a number of different levels from cultural relevance to reputation management. Why are localisation insights important for both digital and physical spaces? Local presence management in search engines.  These insights are needed to ensure that your brick and mortar services are convenient and available to users at locations near them. When you know how users search for your business online, it becomes easier to turn that virtual traffic into in-person traffic.

   

   On top of this, using data on local conditions helps uncover the most effective channels for online and offline activity. We know that different countries (and different regions within countries) have varying entertainment consumption levels, with TV, streaming services and radio habits to name a few. Preferred media differs wildly all around the world, so it’s important to be ready to adapt to a range of advertising formats for audiences across the globe.

   What media is the best for advertising? It depends where you are in the world

   • 21% of respondents in Germany say they typically find out about new brands or products in a newspaper or magazine
   • Go over to Russia, only 10% discover new brands or products in a newspaper or magazine
   • 21% of respondents in China say they find out about new brands or products thanks to TV ads
   • In Italy, 39% learn about new brands or products through TV ads

   All of this to say, data insights are critical in executing a successful omnichannel strategy that is tailored to the local landscape.

3. First-party data comes first

   So, what about the future of data acquisition? As data privacy laws progress and customer data becomes harder to access, delivering omnichannel experiences will become more challenging. Much like the huge impact of the enforcement of GDPR in 2018, many marketers have understandable anxiety about the news that Google is planning to block third-party cookies.

   However, these data privacy changes could be an opportunity to improve the way that data is collected, handled, and interpreted. Organisations will have to re-evaluate their relationship with customer data and embrace new practices. Priorities will likely include a more secure system for guarding first-party data and only sharing it with trusted partners as well as a greater emphasis on pursuing only high quality data on a first-party basis. If successful, these new approaches can play a crucial role in the future of omnichannel strategy.

Data acquisition is just one piece of an effective omnichannel strategy. Looking for more insights to inspire new tactics? We are always ready to help guide you through the latest in the omnichannel landscape, that’s why DAC is one of the world’s most significant Performance Marketing Agencies.

Have time for a bit more reading? Check out the key findings from our Forrester study or dive deeper into the full report, which you can download below.

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