Businesses should not heavily rely on third-party data to build their marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 23, 2020, 5:15 PM UTC

End-users do not appreciate Cookie-driven practices like retargeting due to privacy concerns.

This piece argues Google’s decision of phasing out third-party cookies should worry marketers. Third-party data has an expiry timeline which makes them “useless” for developing quality and long-term customer personas. Marketers should instead prioritise first-party data to build campaigns.

In order to understand, identify, engage, and acquire customers, digital marketers should also dedicate more budget to mobile channels. Brands can leverage device IDs and the data collected by Software Development Kits (SDK) to get the basic information to run in-app advertising campaigns.

Businesses should also carefully choose their work partners and prefer vendors who collect the information which keeps compliance and privacy in mind. With new privacy initiatives coming into the picture and more to follow, marketers need to look at alternative solutions.

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