Consumers have built up a wall to protect themselves against bad actors, and have raised their standards for the brands they spend their money with.
Consumers want to purchase from brands who not only demonstrate social responsibility, but who also listen, request consent, and take their privacy seriously. This is what’s called the trust economy, and it’s something all brands should have at the forefront of their strategy.
With individuals exposed to more than 5,000 marketing messages each day, brands must strive to create that moment of magic that captures attention and facilitates direct engagement with consumers. But how can retail brands cut through the marketing noise without being creepy?
The answer is to offer a tangible value exchange. The value exchange is where marketers offer consumers something in return for their attention, engagement, and preference data. And it doesn’t always have to be a discount or red-letter prize; exclusive content, social kudos, personalized recommendations, and loyalty points can also be the catalyst for the collection of opt-ins and self-reported, zero-party data.
Brands should forego buying dodgy, third-party data, and snooping on consumers, and instead strive for more honest, direct, and mutually valuable relationships with consumers. Not only does this give brands the edge, but providing a value exchange in return for consumer data, engagement, and loyalty enables brands to connect directly with consumers and drive more personalized initiatives.
Any good marketer knows excelling in the age of the consumer is all about creating tailored brand experiences that speak directly to customers’ needs. But while they enjoy the convenience and relevance that these personalized engagements bring, consumers are also quick to withhold their personal data and demand increased privacy online. This problem becomes even more muddied in the wake of major trust scandals and data breaches that give rise to increasingly strict data protection laws and regulations. But personal data and targeted marketing go hand-in-hand.
So what’s a marketer to do? This is the privacy paradox. Consumers simultaneously expect privacy and tailored brand experiences. Is it possible to deliver on both? The short answer is yes. With a fresh approach to consumer data, a commitment to security at every level of the organization, and a vigilant, proactive attitude toward risk management, brands can meet their customers’ evolving expectations of transparency and control, while still delighting them with personalized experiences powered by data.
Cheetah Digital is a cross-channel customer engagement solution provider for the modern marketer. Cheetah understands today’s brands require solutions to provide the security, cross-channel capabilities, value exchange mechanics, and truly personalized experiences customers expect.
Earlier this year, Cheetah Digital was recognized for its loyalty platform and work with Vans. Powered by Cheetah Loyalty, Vans created Vans Family, an interactive and intuitive loyalty program designed to recognize, reward, and celebrate fans for who they are and what they like to do. The program facilitates two-way conversations with consumers.
Members gain access to exclusive contests and experiences, customized footwear and accessories, and previews of upcoming product releases. Additionally, members earn points for shopping and engaging with the brand. In less than two years, Vans has attracted more than 10 million members to Vans Family in the United States and program members spend 60 percent more than non-members.
Cheetah Digital Customer Engagement Suite
The Cheetah Digital Customer Engagement Suite creates moments of value between customers and brands. It combines the depth and breadth of a robust data platform with real-time, cross-channel execution capabilities, in a single, unified solution. The Customer Engagement Suite includes:
- Cheetah Experiences – Delivers interactive digital customer acquisition experiences that enable brands to collect first- and zero-party data, and secure valuable permissions needed to execute compliant and successful cross-channel marketing campaigns.
- Cheetah Messaging – Enables marketers to create and deliver relevant, personalized marketing campaigns across all channels and touchpoints.
- Cheetah Loyalty – Provides marketers with the tools to create and deliver unique loyalty programs that generate an emotional connection between brands and their customers.
- Cheetah Engagement Data Platform – A foundational data layer and personalization engine that enables marketers to drive data from intelligent insights to action at speed and scale.
With 3,000 customers, 1,300 employees, and a presence in 13 countries, Cheetah Digital helps marketers send more than 1 billion messages each day.