Consumer experience has taken a back seat as marketers have become too dependent on data and algorithms.
Rather than focusing on first-party data, agencies should realign brand and media experiences towards their consumers without relying on third-party cookies. Brands can stand out through the execution of contextual ads and reinforcing the brand message by designing campaigns around their consumers.
This article states that to create a good media experience for clients, agencies should deliver beyond a media plan and reinvent their product, pitches, platforms, and people. Agencies can also leverage previous experiences to create relevant copies while building consumer connections and driving sales.
While the use of data is necessary, agencies should focus on consumer experiences and create strategies for building first-party data sets. Agencies should test methods such as incrementality and measure the long-term value of tactics versus short term delivery goals.
[3 minute read]