How Nomad Is Navigating Their Marketing Strategy to Offset Obstacles With Data Privacy
Apple and Google’s consumer data privacy changes will affect the level of personalization and targeting marketers can achieve through paid advertising. This has many brand builders wondering how they should allocate their marketing investments to continue growing sustainably. Nomad sees these changes as an opportunity to take a fresh look at their marketing funnel and collect Customer-First Data™ to better optimize the customer journey.
Nomad began in 2012 as a Kickstarter campaign for a portable phone charger shaped like a credit card. They’ve since expanded their product offering and laid down more permanent roots as an ecommerce store.
While Chuck Melber, marketing director at Nomad, has always taken a multi-channel approach to digital marketing, Apple’s release of iOS 14.5 and Google’s plans to phase out third-party cookies mean he has to reconsider his brands’ strategies around customer acquisition, retention, and attribution.
As Chuck weighs ad efficiency against revenue, he’s also re-evaluating various touchpoints along Nomad’s entire marketing funnel.
Use Customer-First Data to find out how customers discover your brand
Because of Apple and Google’s data privacy changes, Chuck also shared that he’s ramping up his focus on collecting more zero-party data (information that someone gives to you, like their email address or phone number) and first-party data (information observed by a brand about someone on their owned properties), otherwise known as Customer-First Data for Nomad Goods—namely by implementing a post-purchase survey.
The survey appears on the order confirmation screen, after a customer completes checkout, and asks how they heard about Nomad Goods. This post-purchase survey boasts a 48 percent completion rate.
For example, Chuck found in the post-purchase survey that 12 percent of Nomad’s customers find out about the brand from friends and family, so he plans to implement a referral program to further encourage word-of-mouth growth.
Currently, Nomad also collects zero-party data through email and SMS signup forms, as well as a gear picker survey on the website that helps customers build their Nomad collection. But Chuck says he’s also in the process of identifying even more opportunities to collect data directly from customers.
How optimizing for conversion can offset an uncertain future for paid advertising
What do these changes mean for return on investment (ROI) and return on ad spend (ROAS)—will they increase, decrease, or stay the same?
Chuck predicts that the coming months will closely resemble what was happening during the onset of the coronavirus pandemic.
In anticipation of lower conversation rates, Chuck plans to optimize a number of Nomad’s onsite touch points, such as their pop-up forms.
Additionally, he recommends exploring opportunities to improve your current email and SMS automations. By segmenting new subscribers based on what channels they come in from or what signup form they enter their information into, you can begin to immediately nurture them.
Why it may be the perfect time to experiment with omnichannel marketing
As the digital marketing landscape continues to become more complex and less easy to track, Chuck says this may be a good time for marketers to experiment with other advertising tactics in order to increase their website traffic without relying heavily on Facebook and Google.
While Nomad has seen success investing in earned media, Chuck’s attention is now on channels where he’s found it difficult to measure performance and track attribution in comparison to paid acquisition channels like Facebook and Google.
Chuck emphasized that everything comes back to analyzing your data and taking a strategic approach, even if it feels more like making an educated guess compared to analyzing your online advertising performance.
What should marketers do next? The answers lay in your customer data
As marketers figure out how they’ll adapt to Apple and Google’s data privacy changes, Chuck emphasized that capturing Customer-First Data is going to become increasingly important.
As third-party channels become less targeted, Chuck encourages marketers to use predictive analytics to create more relevant and personalized messaging with email and text message marketing.
Additionally, to get a better idea of total ad spend versus total revenue, Chuck recommends going back and looking at your historical data, then comparing it to more recent data. As the analytics become less reliable in third-party platforms, this will provide a baseline to work from as you decide where to allocate your marketing budget in the coming months.
Dealing with data privacy in the ever-changing world of ecommerce
While the future of Facebook and Google advertising is uncertain, Chuck says it’s nothing that marketers haven’t faced before.