First-Party Data and Ambassador Marketing for Events in the Wake of Social Ad Decline

With the European Data Protection Board (EDPB) banning personalized and behavioral ads, particularly on Facebook and Instagram, festivals and events are facing a transformed marketing landscape. This article explores the consequences of this ban and presents strategies for brands, events, and festivals to connect with their audiences without relying on personalized social ads.

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The Significance of First-Party Data

One valuable alternative to third-party social media ads is first-party data. Unlike social media platforms that own user data, brands can gather their own data through methods like ticket sales, pre-registration campaigns, or in-app interactions. Using this data, businesses can directly reach their audience through email marketing, WhatsApp groups, SMS messages, and retargeting campaigns, which are currently unaffected by the ban. Event organizers, in particular, need a solid data strategy to collect and store visitor data for future outreach.

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Leveraging the Ambassador Community

In addition to collecting basic fan data, nurturing an ambassador community is a game-changing strategy. This group consists of highly dedicated fans willing to actively support and promote the brand. Collaborating with just 1% of these super fans can help businesses reach up to 90% of their audience. This not only bypasses third-party marketing channels but also enhances the first-party data.

Bridging the Gap for Growth with Ambassador Marketing

While first-party data is excellent for retaining existing customers, it typically focuses on customers the brand already knows. Ambassador marketing fills the growth gap by nurturing a community of dedicated brand advocates. These ambassadors can introduce the brand to entirely new customer segments and expand the customer base organically. Ambassador marketing boosts customer retention and opens doors to untapped markets, making it an essential part of a comprehensive marketing strategy.

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Exploring Ambassador Management Platforms

To boost ambassador marketing efforts, platforms like Innercrowd offer effective solutions. They help manage ambassador promotions, quests, and rewards. These platforms also enable ambassadors to sell tickets directly to their followers. Integrating an ambassador management platform with a Customer Data Platform enriches the first-party database with insights from dedicated fans and identifies potential new brand ambassadors.

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‍Conclusion

In summary, while we're not sure about the exact impact of the ad ban yet, it's a sign of where rules are heading. Most festivals and events already have their data and ambassador plans ready, so now it's about making them work well. That's why it's crucial to rethink and improve these strategies today to succeed in the future.

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