Top marketing trends for 2025 - Trend #4 First-party data

Welcome to week 4 of my 4-part December series on top marketing trends for 2025! We’ve reached the final trend, and it’s one that’s been on our radar for a while: first-party data. If you’ve been following privacy changes and the end of third-party cookies, you know how crucial this trend has become. And it’s only getting more important in 2025.

Let’s dive into why first-party data is a must for marketers and how to make the most of it.

Why first-party data matters 

As privacy rules get stricter and third-party cookies continue to disappear, marketers are shifting their focus to first-party data: the information you collect directly from your audience. This could be anything from email sign-ups and website insights to purchase history and social media engagement, all gathered with your audience’s consent.

Here’s why first-party data is so powerful:

• It’s accurate: Because it comes directly from your audience, it’s tailored to their actual preferences and behaviors.

• It’s privacy-friendly: You’re collecting this data with permission, so it aligns with evolving privacy regulations.

• It’s personalized: First-party data helps you create more relevant content, improve customer experiences, and build stronger relationships.

How to collect and use first-party data effectively 

Here are some practical steps to start building and using your first-party data:

1. Invest in the right tools
   Setting up systems like server-side tracking, a data warehouse, and a customer data platform (CDP) can help you organize and analyze your data more effectively. These tools make it easier to segment your audience and target them with personalized messaging.

2. Encourage engagement on your platforms
   First-party data starts with creating opportunities for your audience to share information with you. Think email newsletters, quizzes, or exclusive content that prompts users to engage directly with your brand. For example, we use ActiveCampaign for our newsletters, and it’s been a game-changer in simplifying the process of collecting and managing data.

3. Use the data you collect
   Use insights from email sign-ups, purchase history, and social media engagement to deliver segmented content. The more tailored your messages are, the more likely your audience is to connect with them. It’s not just about having data, it’s about using it to create a better experience for your audience.

The benefits of first-party data

When done right, first-party data can transform the way you connect with your audience. Here’s what it can do for your marketing efforts:

• More relevant content: Tailor your messaging to the specific needs of your audience.

• Improved customer experiences: Understand your audience’s preferences to deliver what they want, when they want it.

• Stronger relationships: Build trust by showing your audience that their data is being used to create value for them.

Ready to put these trends to work? 

That’s a wrap for my 2025 trends series! I hope these insights have inspired you to start planning for the year ahead. From bite-sized content to building a community, voice search optimization, and now first-party data, these trends are here to help you stay ahead of the curve.

Want to make 2025 your best year yet? Let’s put these trends into action. Got questions about first-party data or how to get started? Drop me a comment or send me a message. I’d love to help!