The Internet has never been more accessible to the modern consumer; smartphones, TV sets, and even cars are creating new touch points to the web. As the number of new mediums increase, social login enables users to bypass form fields and authenticate effortlessly across devices. Socially logged-in consumers are instantly free to generate and share comments, reviews, and other content with their personal networks while engaging with on-site community members. This ease of access creates immersive engagement experiences and drives the social connectivity across channels that users crave.
For businesses, social login provides an efficient way to keep track of individual users. When individuals authenticate socially, they are instantly recognized across new channels. Immediate recognition enables businesses to pin all consumer actions to a single user identity and provides valuable behavioral insights necessary for creating tailored site experiences. Consistently delivering all this personalized content becomes a much easier task, as businesses are fully aware of when and how an individual user is connecting.
3. Serve relevant ads
When done right, ads are great ways for consumers to discover personally relevant products or services; at their worst, they spam the user experience and turn consumers away in droves.
Outdated tracking and collection techniques for ad serving place many businesses squarely in the latter category. Almost every user can relate to the frustrating experience of having a one-off search follow them doggedly across the web. Even worse, ads served from personal or embarrassing search data create legitimate privacy concerns and can keep consumers from ever visiting a site again.
Investing in transparent first party data collection techniques is the best way to respect user privacy and serve relevant ads. Social authentication is a completely permission-based process, so users are fully aware of what information is collected and how it will be used. Engaging consumers with this level of transparency and consideration guarantees that privacy concerns are kept to a minimum. More importantly, businesses are now enabled directly by the user to leverage this data for highly relevant and timely ads. This mutual agreement benefits consumers and businesses frustrated with the traditional online ad experience.
By Alex Nunez