We are in the au middle of a great flow for traders. Just a few years ago, the brand and customer relationship was a bit simpler. Detailed and user-friendly buyer-people would be created, CRsM loaded with masses of aggregate data sets, and if they wanted to, marketers could still claim humble successes thanks to spray-and-pray philosophies.
But then came the Cambridge Scandal Analytica, privacy legislation appearing around the world, and with it the epiphany that much of this data that had been collected and purchased from third-party vendors was imprecise. , outdated and unnecessary.
Fast-forward to the end of 2021, and the age of privacy is still brewing. With the breathtaking realization that 66% of consumers feel the s based on tracking behavior are scary, not cool , Google has finally cemented plans to completely reduce third-party cookie tracking over the next two years, with Firefox, Safari et al. jostle to follow suit. Apple offers customers the option of easily opting out of being tracked by advertisers, which essentially eliminates the IDFA (Identifier for Advertisers). The attention paid to this kind of clandestine practices has led to a rise in ethical consumerism, with consumers taking a closer look at the company's footprint, its position on environmental issues, 'place where they spend money in and to the political associations of the brands they do business with. .
For marketers who have relied on third-party data sets and cookie tracking to fuel their customer engagement initiatives, this time of digital disruption is a real headache. However, for marketers determined to forge honest and meaningful relationships and to think about their customers' values and how they can s 'align with them, the rewards are limitless.
That ' s why we have created this series of virtual content. - Signals 21. To identify the biggest challenges marketers face today and how to tackle them head-on.
Starting October 6, we'll be delivering five weeks of must-have content, bringing together thought leaders the brightest, world famous brands, industry leaders and engaging panels. Hear directly from global corporate brand marketers from all marketing functions share their experience and successes in engaging customers throughout the customer lifecycle.
Whether you're looking for a new one. way to build relationships in the post-cookie era, offer personalization that goes beyond a first name and past purchases, or simply wanting to be
Subscribe to Signals21