Focus on zero-party data: embracing privacy and personalization

Over the past two years, marketers have adapted to the changing expectations of consumers interacting with brands. Recent privacy changes at Big Tech and the introduction of new privacy legislation at the state and federal levels in the U.S. are evidence of this

79% of Americans are concerned about the way companies use data and Distrust continues to grow, and brands must now move away from the data strategies they previously relied on and evaluate new privacy-oriented strategies. This will allow brands to develop targeted strategies to engage consumers while maintaining the personalized experience they expect. The challenge is that many organizations were not previously reliant on discovering and leveraging their own data sources, which meant they had to develop new response strategies. These include allocating more resources to contextual marketing strategies, building zero- and first-party data assets, and forming compliant second-party relationships. (Read More...)


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