Today’s consumers understand the value of their personal data. They will only share it with brands they trust. 3radical Voco helps brands engage customers with interactive exchanges of value that lead to the willing provision of what we call Earned Data. It’s the most powerful data a marketer can work with.
We’re seeing a rapid shift away from third party databases due to a combination of privacy legislation and the fact that today’s consumers understand the real value of their personal data. At 3radical, we believe the most valuable data of all comes from an interactive value exchange between brand and consumer, with a clear understanding of how it will be used. We call this Earned Data.
The GDPR in Europe and the CCPA in California now mandate how companies are allowed to gather customer data and communicate with prospects. But rather than legislation being a hindrance, marketers should view it as an opportunity. Those brands who can find new ways of encouraging the willing provision of earned data, and can then progressively personalise the customer experience over time, will be the ones who win in this new age of marketing.