Aug 02, 2022
In Welcome to the Arts Forum
Many companies will have already started taking action to collect and, importantly, act on their customer data but 2022 will see this ramped up. Those not paying attention to their first-party data strategy are neglecting a critical asset. Data ownership will be front of mind, with many brands moving towards the inhousing of more of their data and digital capabilities; collaborating with, rather than relying so heavily on, their agencies. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Regulators are also baring their teeth and will put further focus on the ethical collection of that owned data. Marketers may already be thinking this way, with 94% of marketers surveyed as part of Econsultancy’s Future of Marketing Report saying that privacy should be a significant factor in the design of any marketing measurement strategy. Back in 2021, Econsultancy’s founder Ashley Friedlein challenged brands and marketers to take a stance on privacy. 2022 will be about putting that into practice, with those embracing good data ethics best placed to succeed in the long term. Good data ethics is not just about compliance but about establishing genuine relationships with consumers and offering them real value in return for their data. Currently, only 56% of marketers believe their organisation offers a clear value exchange in return for customers sharing their data. Something that the other 44% of brands will need to address, quickly. The pain of these changes will not be equally felt. B2B2C sectors with historically little direct interaction with their customers, such as some FMCG and automotive brands, will have to do some deep thinking about how to create these valuable relationships.