But, doing so is easier said than done. And, its responsibility extends well beyond marketing. So reports The Drum.
Cookies allow for tailored retargeting and dynamic creative optimization. After cookies are gone, customer data platforms will need to rely on the first-party data in a world where people are growing more averse to sharing their data.
Research shows that “customer’s willingness to share their data with a brand increases seven-fold if they trust the brand,” according to the article. Therefore it is crucial that brands avoid keeping marketing and comms efforts siloed.
“The earned data produced by integrated marketing and communications efforts is then used to better understand the beliefs and motivations behind consumer behavior. Using data with empathy is essential for building trust, and critical as we move into the next era.”
Once trust is attained, audiences can then be activated via paid campaigns.
