The digital marketing landscape has become saturated just months after a series of stay-at-home orders triggered by COVID-19 globally. Brands that really know their customers are thriving, while those who don’t risk getting lost in the crowd. Pandemic aside, a growing need for privacy amongst consumers was already underway.
The European Union GDPR rollout arrived in 2018 before California’s Consumer Privacy Act and Apple’s iOS data privacy opt-out arrived shortly after. Meanwhile, just as browsers like Firefox and Safari are blocking third-party cookies, Chrome has set their deadline to do so in 2023. These new privacy standards, coupled with the deprecation of third-party cookies and the influx of digital advertisers brought by the pandemic, are fueling significant changes throughout the marketing industry.
For brands selling direct-to-consumers, these changes mean that owning relationships with each consumer is more imperative than ever.
Following our recent webinar, guest speaker Joanna O’Connell, VP & Principal Analyst at Forrester, addressed these questions in a featured Q&A sponsored by Jivox. These top-of-mind issues are borne by marketers across different industries. Ms. O’Connell offers brand marketers a new way of communicating and connecting with consumers by:
- Providing insights into implementing personalization in a way that respects consumer privacy
- Sharing recommendations on how to build an infrastructure of data and marketing technologies to deliver a true omnichannel eCommerce marketing strategy
- Demonstrating the benefits of choosing the right dynamic creative technologies to scale personalization
Here are key topics from the Q&A.
- 1:1 communication
Brands must learn to build one-to-one relationships with customers in a post third-party cookie world where consumer privacy is at the center of every Personalization decision. To deliver on customer expectations, it’s up to marketers to know what customers value. Learn the key approaches to tackling the full spectrum of person-level addressability using data.
- Omnichannel capabilities
Different channels should not be treated as silos but instead as varying interactions along the buyer’s journey. How can marketers leverage data and a martech stack to read consumer signals from paid and owned media–and act on them?
- Driving ROI
When evaluating DCO platforms for a holistic customer journey, there are two benefit categories that brands can consider to determine which platform will drive the highest ROI: improved efficiency in creative development and production, and performance improvements.
Whichever platform a brand decides to use, they’ll want to implement a fully interconnected strategy. Take the first step now by conducting vendor-platform research. Clearly communicate goals and look closely at deliverables. Avoid redundancies for the cost savings that result, and deliver relevant messaging for a strong performing campaign—by way of increased engagement and sales.
Read the ebook to help evaluate DCO for 1:1 communication