As marketers, we want to know everything about you – behaviors, likes, dislikes, purchase habits… The whole enchilada. That is where Identity Resolution software comes in.
In a recent post on the MarTech Today blog, author Robin Kuzer takes on the holy grail of Digital Marketing: Identity Resolution. She also delves into the intersection between identity resolution and new data protection laws like GDPR and CCPA. You can check out Robin’s post here.
Identity resolution and GDPR
The real crux of Robin’s post focuses on new data protection legislation and its likely effect on current identity resolution approaches (e.g.: Signal, Liveramp, Full Contact). Most of these tools rely on 1st, 2nd and sometimes 3rd party data. That data is often collected and shared in ways that aren’t fully transparent. Long story short: those types of approaches will come under increasing pressure to limit themselves and rely on improved 1st party data collection and AI. Also, you’ll have to be clear about what data you gather and what you’ll do with it. Oh, and you’ll have to get consent. But let’s take this all a step further.
If you are customer-centric, it’s about why not how
The ability to identify customers and prospects across all channels and touchpoints really is the single biggest advantage a digital marketer can get. Both in terms of targeting their initiatives and in terms of analyzing results.
But if your organization is truly customer-centric ask yourself “why would customers want me to know all about them?” And if your answer is “so I can sell them more product” then that probably isn’t a good enough reason for folks to give you access to their information.
The answer should probably be “so we can provide better value and solve problems for the customers we serve.” And as a by-product sell them stuff they actually want or need.
The key is value
For a client to consent to share identity information they have to feel they are getting some sort of added value. In the B2C world that may be loyalty programs, promotions, exclusives, etc. For B2B this could be thought leadership, tools and resources, training, or premium support. Basically, anything that will make your customers feel you put their needs first.
Why are we even talking about this? Because as a Digital Marketing agency we are often faced with the situation of clients who want to gather identity information so they can market and sell to customers more effectively. But those same clients sometimes struggle with the investments needed to nurture lasting relationships and build trust by providing real value.
After all, whether it’s programs, promotions, content or services, going the extra mile for customers is going to cost something. And it’s going to take time and effort. But if we distill it down to the simplest question, “why should I share my information with you?” The answer is to give your clients a good reason to want to share.
TL;DR
Don’t assume you have the right to know everything about your clients and prospects. If you want to use Identity Resolution technology on your prospects and customers you have to provide value. In exchange, your clients may consent to allow you to track identity information.
