Micro-Communities: A Route To Reaching Customers?
Three decades of identifying, tracking and storing users’ private data are ending. Apple has diminished apps’ ability to track iPhone users and Google has long announced it phases out 3rd-party cookies. Just as important is the growing user awareness of privacy issues, and the traditional tracking of what consumers do/not do online as an alibi for ad personalisation is history. But how do brands work with the new privacy-focused approaches to reach customers? According to a recent StreetFight Magazine article, more and more marketers look to micro-communities.
Micro-Communities are Neighbourhood'ish
Micro-communities are a marketing concept born out of social media as groups have become an efficient way for social media users to connect with other people with similar interests and needs. By understanding your audience as a vibrant unit built of similar lifestyles and life phases, we can help you target the neighbourhoods with the highest concentration of relevant preferences and consumption patterns.
Philip Smolin, Chief Platform Officer at 100.co, an AI-powered consumer brand group, says:
“[Micro-communities] foster a collaborative relationship between brands and customers. So instead of spying on consumers through cookies, brands can simply ask consumers for feedback and offer them recommendations based on their likes and dislikes.”
Neighbourhoods of the offline kind are where people and families with similar life phases and similar income levels tend to cluster together. As such, neighbourhoods reflect lifestyles. This is also why neighbourhoods have different preferences and different consumption patterns.
Today, we segment 46,445,756 neighbourhoods in 17 key consumer markets.
We have produced a short whitepaper about our privacy-safe data model, free for you to download: Why Neighbourhoods Matter.
At GDR we have never allowed unique identifiers that track users’ every move across the web (3rd-party cookies) to be part of our enriched audience data.
We simply do not believe in the personalization-through-personal-data model, and we only allow anonymized data to enter our dynamic cluster algorithm to create complex audiences that you are able to activate on all marketing channels, of course including social media.
Could you benefit from a demo of idfree.com as the research & activation tool in your/your clients' privacy-safe targeting process?
IDFree audiences are currently available in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and
the United States for digital campaign activation on display and outdoor, mobile, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.