Relationship marketing platform Marigold has launched a solution that it says helps non-technical marketers create interactive experiences that collect zero- and first-party data. 

The new offering, Marigold Experiences for Enterprise, is accessible within the firm’s Selligent platform and is available to Selligent customers and partners.

The solution comes with a template library that enables teams to create consumer-facing digital experiences like polls and quizzes in return for customer preference data and purchase intent.

These insights can then be leveraged through Selligent Marketing Cloud, resulting in data-driven campaigns built on segmentation and personalization, the firm says.  

The goal is to ensure that “marketers can collect all important PII and zero-party data with the necessary opt-in permissions,” says Nick Watson, Vice President of Client Success, EMEA at Marigold.

This task is especially difficult in Europe due to GDPR and related regulations, the firm says.  

According to the recent 2023 Global Consumer Trends Index, nearly half of consumers worldwide are frustrated with irrelevant messaging, and a third are turned off by messaging based on information they didn’t share directly with the brand. 

Marketers can use the new solution to “build long-lasting relationships, turning unknown consumers into loyal customers and ultimately grow customer lifetime value,” Watson adds. 

Marigold is home to Campaign Monitor, Cheetah Digital, Emma, Sailthru, Selligent, and Vuture.