Free Webinar: First-party Data and a Changing Market

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The strategic use of data is one of the pillars of Digital Marketing. It helps marketers to understand trends and variations in consumer behavior, resulting in more qualified experiences. But you already know that, right?

The big question now is how to keep up with a fast-changing market and keep your content relevant, especially amid the social isolation caused by Covid-19.

held an interview with Rand Fishkin. He’s the founder of Moz and recently launched SparkToro, a software company focused on audience insights.

During the live chat with Diego Gomes, founder and CEO of Rock Content, and Rodrigo Nascimento, Product Marketing Leader at Rock Content, Rand talked about the data industry, discussed how to act during the australia cell phone number list pandemic, and much more. In this text, we’ll bring you some of the topics covered in the interview, like:

Gathering customer data
How can marketers react to own their data
Fighting for attention during the Coronavirus outbreak
Digital Marketing during the Coronavirus pandemic
Tips on how small companies with low budget should act
Keep reading!

Gathering customer data
Gathering customer data is one of the most important activities for structuring successful marketing campaigns. However, Rand Fishkin doesn’t seem very optimistic about the current state of this market.

According to him, the last 3 or 4 years have been marked by large companies monopolizing data access and thus making it difficult for smaller companies to compete:

In his words: “In combination with keeping their data private, they are also lobbying governments to prevent other people from collecting data under the guise of privacy. That bothers me a lot,” he said.

As an example, Rand mentioned GDPR, legislation that regulates the use of data in the European Union. He believes that, despite the legislators’ good intentions, the law ended up “preventing any European tech startup from ever being able to compete on the global market”.

Does that mean there is no way to react? Wrong! Rand is very excited for a possible change of scenario: “the thing that I want to see from SparkToro and other companies is innovation that disrupts that model, that puts the power back in smaller businesses,” he added.

How can marketers react to own their data?
As you know, Content Marketing is a very useful strategy to get fist-party data. By offering engaging content, you can attract the persona and build a relationship of trust. This enables you to collect information.

Interactive landing pages and quizzes are examples of content that allow companies to build and improve their own databases. To do so, you need an effective channel for communicating with the public.

In this sense, the interviewee called attention to the importance of companies strengthening their own platforms: “make your website the first place any content appears,” he emphasized.

Naturally, Rand encourages that this content can then be distributed on other channels, such as social networks. For him, what matters is that the website should be the first to receive traffic and thus become a reference for those who want early content.

After collecting and validating the data generated by your website, it’s possible to create a high-quality funnel showing details about the consumer’s journey and behavior. It’s interesting to have a graphic representation of this funnel, in order to make it easier to visualize.

An expert in the strategic use of data, Rand also called attention to the importance of focusing on the quality of information rather than quantity: “we (at SparkToro) think of data less as a commodity and more as a way to get insights,” he stated.