In an effort to take more of a privacy-driven approach, companies like Google and Apple plan to eliminate the use of 3rd party cookies in the near future. What this basically means is, for businesses who rely on this method to reach their customers, they’re f*cked!
What This Mean to You
Fortunately, you can go straight to the source, your customers. Having direct contact with your customer base gives you access to their cell number, home address, and email. While you may not get them all, you should definitely try.
Data is the new currency, and to some, it’s worth more than Bitcoin. As privacy concerns escalate, it will be harder and harder to come by. That’s why ensuring you have the most accurate and up-to-date contact information for your customers should be your new priority.
What You Should Do
Don’t assume the information you have on file from their last repair or the insurance assignment is correct. What if they’ve moved? Have a new cell number? Or email address? Every interaction is an opportunity to cultivate a contact list worth its weight in gold.
As rules in the digital marketing world continue to change, make sure your marketing strategy includes a plan to remain connected to your customers, despite new privacy policies. Direct mail is still one of the most effective ways of staying connected to our customer base, and no one does it better than PSG.
Your customer data is gold, and it’s time to start mining it. Think of it this way, if you had your competitor’s customer data, wouldn’t you use it to market to them? Then why aren’t you marketing to your own? Just remember, if they had your list, they would!