In 2024, Google will complete its long transition towards eliminating third-party cookies, which will redefine privacy and digital advertising strategies.
Secure and respectful audience data gathering (zero-party data and first-party data) will be more critical than ever. As we’ve emphasized at Easypromos, privacy and security will become the core of the relationship between brands and users.
So, without further ado, here are the six key aspects that will define trends in interactive marketing for 2024, providing a comprehensive and strategic vision to boost your brand in this new landscape.
1. Promotions with Impeccable Privacy
Since the implementation of the General Data Protection Regulation (GDPR), awareness of user privacy rights has significantly increased in Europe. Furthermore, many other countries have developed similar data protection and management policies. However, in 2024, the security and privacy of participants’ data will become central and indispensable for all brands. Defined as Privacy-Centric Marketing, it will be essential to safeguard the reputation and credibility of brands.
Transparent data collection, handling it securely, and obtaining users’ consent is crucial. This poses a challenge for many brands operating in the digital sphere, especially when they need to gather data directly from users interested in their products or services. Promotions, such as giveaways, surveys, and games, will be ideal tools for this process. Easypromos enables brands to properly present the privacy policy during lead generation, provide checkboxes to communicate the use or purpose of collecting personal data, and obtain confirmation from participants in compliance with regulations.
2. First-Hand Contact Data in Exchange for Prizes
Starting in 2024, Google will progressively phase out third-party cookies. This makes it more important for brands to develop their databases with users genuinely interested in their products, focusing on obtaining first-party data and data provided directly by users (Zero-party data). To acquire this data, brands will need to offer attractive incentives and rewards since users won’t share their personal information without receiving something in return. This strategy is essential to establish a direct relationship between brands and their audience.
In the process of collecting and storing this data, it’s crucial to integrate lead generation platforms like Easypromos with other common marketing tools. It’s not just about collecting contact information; it’s also necessary to store, analyze, and segment this data using tools such as Customer Relationship Management (CRM). Additionally, it’s important to maintain this relationship by sending relevant content and strictly adhering to user privacy and data protection regulations.
3. Loyalty-building actions for customers
Currently, it’s easy for brands to create exclusive digital promotions for customers. Promotions can be organized where users validate their purchase receipt before participating. Tools like Easypromos can automatically verify these receipts and grant access to the promotion. Using Optical Character Recognition (OCR) and code validation technologies, organizing brands can offer promotions that reward buyers, even without an established loyalty program.
Brands are increasingly using exclusive giveaways, games, and other gamified activities to foster loyalty among their customers. These strategies not only increase the average purchase amount by incentivizing customers to buy more and repeat their purchases but also help gather customer data and interact with them to promote other campaigns.
For brands that already have loyalty programs, there’s a growing trend to use exclusive and gamified promotions to maintain user interest. These brands can offer periodic promotions to customers on their club’s intranet or who have downloaded their application. Integration with platforms like Easypromos allows them to execute fully personalized interactive actions with minimal investment in time and resources.
4. TikTok becomes relevant for brands
This social network has been evolving and growing significantly among users. But it was last year that it started becoming relevant for brands, among other reasons, due to its broad and diverse audience and the new marketing tools that TikTok Business has made available to companies.
In 2024, brands will increase their use of TikTok, although the possibilities for generating interactive promotions within the social network are still very limited. Brands can use ads to launch digital promotions and funnel participants to a microsite where they can participate in exchange for providing their contact details. This way, the social network becomes a channel to impact users while giving the brand ownership of the audience.
5. UGC Contests, customers turned brand ambassadors
For some time, customer reviews, opinions, and recommendations have gained importance regarding brands’ visibility and credibility. Moreover, it’s common for consumers to use social media to share photos and videos showcasing the products and services they use. Users generate content to explain both good and bad experiences. Meanwhile, brands attempt to capitalize on this content by organizing contests and giveaways for the ambassadors of their products. These are some strategies forecasted to grow:
- Giveaways and contests among consumers who share their product experience.
- Contests and rewards for influencers and content creators collaborating with the brand.
6. Verified emails, the key to your email marketing
Email marketing remains relevant as a priority channel for achieving marketing goals in 2024 for several reasons:
- It’s an effective channel for working with proprietary databases.
- Its cost is affordable compared to other channels.
- Email user identification remains reliable.
Digital promotions allow obtaining reliable and verified email addresses, facilitating the creation of effective email marketing campaigns. As a matter of fact, the system of participant identification and communication via email is replacing other indirect acquisition channels like social media logins, which have less up-to-date data.
This has been a natural process, paired with reinforced and updated security and fraud control systems. If brands trust the contact data obtained via promotions, these must be reliable and verified. Every data acquisition platform must have anti-fraud control systems and a security team that reviews that the campaign is working properly. Only then will email marketing campaigns maintain their effectiveness.
And, of course, the trend to incorporate Artificial Intelligence into digital campaign processes to enhance creativity and optimize time. At Easypromos we will continue to keep an eye on which other aspects on our end can be improved using AI.
