GDPR and stricter app tracking policies have drastically changed the way companies can operate in online marketing. If user targeting is severely restricted or even made impossible by these regulations, how can you succeed in this environment? One of the biggest challenges is how to deliver personalised content without access to detailed user data. But there are some options!
Contextual Targeting
Instead of targeting users directly, you can focus on the content and environment in which the ads are placed (e.g. ageing magazines for anti-ageing products or YouTube tutorials for make-up products).
Boost Content Marketing and SEO
Companies would need to focus more on creating quality, relevant content that organically attracts potential customers – especially in the beauty industry where trust and credibility are important. In addition, search engine optimisation (SEO) would play an even more important role.
Personalisation Through Segmentation
Even without detailed tracking information, companies can segment their customer base based on general demographic information, purchase history or patterns of behaviour on their own website. Based on the user's segment, the content of the website or emails can be tailored, even if no specific tracking data is available.
Alternative Forms of Advertising
Working with influencers who already have a strong presence and credibility in certain niches becomes even more valuable. In this way, companies can ensure that their products reach the right audience without having to rely on detailed tracking data.
Email marketing also allows companies to stay in touch with their customers and retarget them in a privacy-compliant way. By building a qualified email list, beauty brands can communicate directly with their customers and provide personalised offers, messages and content based on previous purchases or interests.
The Data-Based Approach
Data-enriched customer profiles can play an important role in the beauty industry. In this industry in particular, technology makes it possible to collect detailed information about a customer's skin or hair and store this data directly in the CRM. Based on this individualised information, it is possible to gain a deep understanding of customer preferences and needs without having to rely on external user tracking. The data-enriched profiles enable highly personalised customer targeting and retention within the company's own marketing channels, adding significant value without the need to use traditional targeting methods.
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