Since SmarterHQ reveal that the 80 percent of customers are more likely to buy a product or service from a brand that provides personalized experiences and for everything to be personalized, it is necessary to have the data precise.
This point is so important that companies tend to pay for it, but the restrictions grow more and more, third-party cookies, changes in identifiers such as the Apple Advertiser Identifier (IDFA) and regulations that include the Data Protection Regulation global (GDPR) of the EU, etc. Although everything is for the safety of digital users, companies see a brake on information.
That is why during 2021, when digital is so relevant, 88 percent of marketers will collect their own data. According to the 2021 Client Participation Report, of Merkle, dictates that first-hand data collection will be a priority for marketers as privacy-related data restrictions continue to expand.
In fact, the 41 percent It indicated that the activation of digital media will be the area most affected due to the increase in data restrictions related to privacy. Taking this into account, 52 percent indicated that their organizations have prioritized digital experiences and / or strategies in order to collect more of their own data. In general, collecting and storing your own data for the next six to 12 months is a high priority (58 percent) and even the highest (30 percent) among marketers.
To this end, more than half of marketers are using digital experiences and strategies to collect first-hand data, ahead of technology solutions such as identity resolution (36 percent) and omnichannel orchestration technology as a data platform for communication. customers (26 percent).
While first-hand data is at the top of the specialists’ agenda, the report also revealed that the need for industry specialists to increase the acquisition of third-party data, which consumers share “intentionally and proactively” with a company, as this provides context.
They include data shared through noncompetitive partnerships, across retail media networks, and so on.
Since Gartner reveal that half of the world’s population will have their data covered by the privacy regulation for the year 2022. They have become a very important turning point today.
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