The cookieless world is just around the corner and will knock our doors in no time. While experts are confident that this change will be for the better, there’s still a fair amount of apprehension among marketers. Questions still persist around targeting, personalization, accuracy, and data utilization.
Marketers are turning to innovative alternatives like S2S targeting, contextual advertising, media mix modeling, lookalike audience targeting, and first party data collection. Amid these, there’s another methodology called reception marketing, which is gaining momentum for its emphasis on engaging with customers in real-time during the “reception” phase of their interactions.
Before jumping to how this new approach can help marketers create meaningful interactions with their target customers in the absence of third party cookies, let’s understand what reception marketing is.
What is Reception Marketing?
Reception marketing is a non-intrusive approach that delivers relevant and personalized content to customers at the right time. It factors in user intent, behavior, interests and preferences to create more relevant and relatable experiences for the target audience.
Why is reception marketing relevant in 2023? According to HubSpot, 91% customers are more likely to engage with and shop from eCommerce brands that provide relevant offers and customer-centric content.
Now more than ever, customers prioritize personalization. And with the data being more and more siloed, it’s only wise to rely on techniques like reception marketing to deliver exactly what our audience wants.
How Reception Marketing Can Help Marketers Amid Cookiepocolypse
Reception marketing has multi-faceted benefits for marketers, including better personalization, brand reinforcement, targeting among many others. Let’s discuss them one by one.
Better Personalization: When you meet customers exactly where they are, you create an unparalleled connection that resonates on an individual level. This tailored approach of reception marketing helps you build meaningful relationships with customers, which results in better conversions and brand loyalty even in the absence of cookies.
Rebuilding Trust: With third-party cookies phasing out, it becomes even more important to build trust among your customers. Reception marketing focuses on transparent collection of data, respectful interactions and non-intrusive approach, which makes consumers feel respected and valued.
Giving Your Audience What They Want: Reception marketing relies on data. When a customer enters the buyer’s journey, they leave behind tiny bits of information in the form of content they’re interacting with, questions they are asking, products they are adding to the cart, etc. Marketers can use this data to deliver content and offers related to exactly what they’re interested in. This will give them a much-needed nudge to complete the purchase.
Building a Relationship With Your Customer: Marketing has evolved. Customers don’t want intrusive and disruptive marketing tactics. In fact, it often backfires. Customers prefer to form some sort of relationship with the brand, before investing in it. That’s the special feature of reception marketing. When you give them what ‘they’ want and not what you want them to want, they will respect and trust your brand more.
Owned Asset Optimization: Prerequisite for Reception Marketing
The primary challenge in reception marketing often centers on the question: How and where do we begin? The answer is closer to home than we think. Start with analyzing the content you own and how you can use them to target customers showing certain behaviors.
Segment your content for each behavior pattern and use them in just the right time to deliver hyper-personalized customer experiences.
Last but not least, the key to success lies in the seamless integration of the content with various customer touch points through the journey, ensuring a cohesive and targeted experience that fosters trust and relatability.