Digital marketers have demonstrated incredible innovation and intelligence in responding to technological advances. Marketers need to seize this opportunity to break through and build meaningful interactions with customers based on collaboration, communication and trust in today’s new privacy-first reality.
Digital marketing is in the midst of a revolution. There have been legal and platform privacy changes that marketers need to navigate, in addition to a significant shift to ecommerce. People should always be at the heart of marketing goals and digital products, and they should have control over how their data is utilized. Marketers will need to change their strategy in order to support these concepts and execute effective campaigns.
In this privacy-focused era of digital marketing, here are five mind-set shifts aimed at equipping marketers to reach and engage effectively with consumers.
Stewards of customer data
Marketers should regard themselves as stewards of consumer data, and they should also keep in mind that it is not theirs to use as they choose. Rather, it is their responsibility to safeguard and respect it. Part of their responsibility as a data steward, technologically speaking, is to create their martech stack to securely handle and transfer data in ways that meet privacy preferences of customers and provide them a high level of control.
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Multiple models for measurement
For a long time, marketing measurement has been about combining data into a single model or source of truth. However, as data availability changes as a result of evolving technology policies and regulations, marketers should embrace the friction between marketing models rather than trying to reconcile them.
That may mean employing geo-experiments or marketing mix modelling (MMM) to acquire a different perspective on how their campaigns are doing across channels while limiting the requirement for person-level information.
Since some of the measurement methods marketers used will be impacted by recent data regulation changes, it’s vital to keep experimenting with the most incremental approaches available to better understand the true business value of their campaign. Their approaches should seek to determine causality, understanding how their marketing may have resulted in a specific outcome.
When deciding on the methodologies to utilize for measurement and optimization, the teams will have to make tradeoffs. Some measurement approaches, for example, will better capture incremental results, while others will be quicker or easier to implement but less predictive of true value. Marketers can discover new opportunities by combining measurement strategies and expanding beyond traditional approaches.
From signal interpretation to clear value communication
Communicating clear value
The old strategies of passive data collection through cookies will no longer work as customers today have more control over where and when they give their data.
Marketers should clearly articulate how a product or service will be helpful to a customer now more than ever. They will have to demonstrate the advantages of a customer taking a certain action, such as signing up for a newsletter or completing a lead form. Using technologies to engage customers early on can be a useful method to discover more about what they value the most.
Putting people first
When producing campaign creative, instead of focusing on niche customer preferences, which may have succeeded in the past, it should appeal to a wide range of interests and motivations within a bigger target demographic.
A campaign with several motivation-driven creative assets will allow the ad delivery system to learn who responds to each asset, increasing the odds of reaching a larger range of audiences—including entirely new consumer segments.
Also Read: How to Earn the Trust of Digital Customers in A Privacy-Focused Era
Providing a completely frictionless journey
Regardless of who the customers are, the customer journey must be seamless. Mobile-optimized experiences that boost conversion should be considered by marketing teams.
For example, placing buttons closer to a person’s thumb while holding a phone, enabling guest checkout to new customers, or having a number of payment ways can all make a great difference.
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