On every app we download and nearly every website we visit, we make decisions about whether or not to voluntarily share our personally identifiable information (PII). With growing awareness of the value of their data, consumers are becoming more selective about what they share and with whom, leaving marketers with less information about their users. This is when having a deep connection with your audience matters most, as brands that do can go directly to their users to garner valuable insights though surveys.
The Power of Incentives
The value of incentives is clear – it helps brands build meaningful relationships with customers in exchange for something they value.
At Publishers Clearing House (PCH), consumers participate in surveys while earning tokens that can be used to enter and increase their chances of winning one of the many different prizes offered in our ongoing giveaways. The results speak for themselves: PCH visitors collectively complete 3M surveys annually. This demonstrates that consumers will voluntarily share information about themselves and their interests when the right incentives are in place, helping marketers build out their first-party datasets.
Creating a Seamless Journey
No one likes having to answer the same question repeatedly, such as being prompted to continually enter their age and date of birth. Users value their time and prefer personalized and engaging experiences. By having a known, registered audience, PCH does not have to re-ask consumers for qualifying demographics and can prompt them to exclusively participate in relevant surveys.
Additionally, our Question API enables us to track which survey question should be asked—and when—in real-time to create a natural dialogue with our users. This tool up-levels traditional, stagnant surveys by providing customized journeys while maintaining a fully privacy-centric experience. This is a seamless and valuable experience for users with the added reassurance that their data remains safe.
Respecting Consumers’ Privacy
Data privacy is quickly shifting into the hands of consumers. Brands need to be transparent about their data collection practices and educate consumers about how their data is being used. While consumers can easily share their data, they should also have the option to opt out at any time. By offering this choice at regular intervals and being clear about how data is used, marketers can build trust, retain their customer base, and limit signal loss.
The best surveys in the market today are dynamic, engaging, personalized, and valuable for consumers. By offering enticing incentives, providing an individualized survey experience, and being transparent about data use, marketers can collect accurate, 100% permissioned data that will help them continue reaching their audiences with customized messages and experiences, even in a low-cookie world.
Ready to learn more about how to integrate surveys into your business to combat signal loss? Contact us today.
