As brands look for ways to overcome this data barrier, an alternative could be beginning to use a brand-owned customer network. This brand-owned channel can serve as an extension of a company’s e-commerce site and gathers first- and zero-party data via polls and surveys, user-generated content like review posts, and interactive communication via chats. Brands gain a powerful tool to help keep them stay relevant and top of mind for customers with access to this data. From there, they have everything they need to craft personalized offers, exclusive content, and special promotions based on engagements and purchase history – creating a more compelling journey for the consumer that ultimately ends with them purchasing products.
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https://www.martechcube.com/rethinking-social-media-strategies/