Increased consumer protection poses a unique set of challenges for marketers.
Brands and marketers must look beyond typical third-party data, like general demographics or the time users spend on a page, and understand the specific interests and objectives of their customers. The next generation of marketing will run on an intentional brand-to-consumer relationship where collaboration—likely in the form of sharing data and incentives between parties—will drive purchasing power. Consumers want relationships with the brands they prefer, but many companies don’t focus on building this type of loyalty. If marketers strategise and embrace these changes in data privacy, they can cultivate better customer relationships and brand loyalty.By MarketingTech
The cookie is on the way out, and no, I don’t mean the dessert. Third-party data collection— “cookies” to most— lost their allure because consumers are skeptical and privacy laws are increasing.