Privacy. You’re probably hearing a lot about it these days, especially if you work in marketing. And for good reason.
Privacy-related changes in technology platforms (like browsers and mobile operating systems), regulatory actions, and consumer preferences are forcing the digital marketing industry to rethink how they collect and analyze consumer data to understand how well they’re connecting with their audiences.
While these changes make a marketer’s job more difficult, the industry shift to greater privacy is good for consumers, and people are taking advantage of these new privacy controls. How many of us click on that “Ask App Not to Track” pop-up? I’m guessing most.
The best path forward for organizations to adapt to these seismic changes is by revamping digital marketing strategies to prioritize data they collect directly from their audiences — otherwise known as first-party (or even zero-party) data.
Collecting first-party data can help you
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