With the economy in a state of flux, and federal interest hikes constantly on consumers’ minds, it’s no surprise that marketers are choosing to be more selective about where they spend their budgets. One area that isn’t facing a downturn is the e-commerce app industry, where marketing spend for attracting new shoppers to apps is […]
As businesses turn to what’s readily available to them, first-party data strategies have emerged as a powerful tool for understanding the buyer’s journey. But the challenge is effectively collecting, managing, and driving the most value from this data in order to understand both known and unknown consumers.
As the consumer landscape shifts, it’s critical to dig deeper and get to know your customers and understand their changing preferences—not based on guesses or assumptions, but on clean, accurate first-party data that you collect and own. That work begins with creating a solid, privacy-centric data collection strategy.
With all of the regulation and laws that have gone on the books, along with ongoing consumer concerns and industry initiatives, buyers probably think that everything they buy at this juncture must be “safe,” in that it’s compliant, vetted, and fully legal. Unfortunately, that’s not the case.
Data creates a two-way story with customers. In this exchange, you deliver value to customers and they, in turn, give you important information about who they are and how they feel. Within customer experience management, this value exchange allows you to heighten the experience. It is the quality of the data and what you do with it that matters most for performance.
Heading into the New Year, there are many moving pieces for both marketers and publishers to consider. Navigating 2022 requires focusing on first- and second-party data, building symbiotic relationships, and thinking strategically about how best to capture audiences. As always, we’ll stay on our toes. Happy New Year!
For those not in the know, talk of a company wanting to devalue their company’s data might inspire fears of ruthless competitors coming to steal a precious resource. But in fact, Bluefin, the company whose core mission is devaluing data, does not want to steal your information; it wants to shield your data from that very outcome.
To the naked eye, technologies and laws allowing consumers more control are absolutely and unequivocally good. Who would oppose privacy protection laws and self-imposed regulations apart from those who are exploiting the lack of privacy, right? But what is the end goal we are trying to achieve, and what is the price we are “paying” in the process?
Facebook’s strategy change points to a much broader shift in digital marketing. The disappearance of third-party cookies and mobile IDs — and the granular customer data they supply — is forcing businesses to rethink how to ‘personalize’ marketing strategies. Facebook’s strategy suggests the future of personalization in marketing could hinge more on customer experience and less on ads.
Despite implementing many of the same technology platforms and marketing strategies as they did in early 2020, retail brands today are shifting their approach and bringing more data intelligence solutions in-house. The strategy is part of a larger emphasis on first-party within the brand marketing community, particularly as personalization techniques grow more advanced and privacy changes make targeting harder.
The types of adtech companies receiving funding will shift. Winning the post-cookie identity race offers an enticing multibillion-dollar opportunity. Anxiety is high among publishers and tech firms around profound change happening quickly. But companies have been preparing for this day for years, and have devoted extensive time, research, and resources to developing next-gen solutions.
As privacy laws continue to gain global traction, now is the time for marketers and brands to revamp their data practices and put the “person” back into personalization. To regain consumer trust, today’s brands need to embrace a privacy-first mindset and adopt transparent data collection practices.