Balance providing personalised experiences with collecting actionable user data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2021, 2:22 AM UTC

Upskill existing employees, hire in new roles and enter into partnerships to fortify the workforce.

Brands looking to succeed in a privacy-focused, pandemic-conscious digital future must future-proof their digital marketing strategies. Picking the relevant technologies is imperative. However, new technology adoption must be balanced with agility and experimentation.

Prioritising data privacy and consent not only helps gain consumers’ trust but also allows brands to deliver personalised experiences. To that end, marketers must ensure data privacy and consent is baked into data collection strategies.

To collect actionable customer data, implement new identification technologies while working to improve user experience. The article also recommends investing in people and processes to be future-ready.   

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