Strategies for Converting Unknown to Known.
First-party data grows increasingly crucial as we consider the addition of new privacy laws and the disappearance of the third-party cookie. One thing remains consistent: the relationship with your audience. Your audience is consuming your content and coming back for more. INMA (International News Media Association) just held a webinar and posted a relevant blog on why it is critical to create a first-party data strategy as the cookie environment dissipates. Now is the time to strategically incorporate campaigns for converting more unknown to known in order to own more first-party data and drive revenue. Below are four ways that you can convert unknown to known:
Learn more about the anonymous visitors on your website by establishing personalization modals that gradually request more information each time the visitor returns to your site. Insert a simple form requiring one piece of information in order for your audience to subscribe, register for a newsletter or content, etc. Targeting the anonymous website visitors is a strong way to attain their email address. After this is achieved, you can then request more information over time through additional progressive profiling modals. Another option is to place them through an automated welcome series with progressive profiling modals in an Odyssey voyage (utilizing Omeda’s marketing automation).