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The increase in data breaches over the past few decades has forced many countries to set up data privacy laws to protect consumers personally identifiable information (PII). Deploying a marketing program that leverages both physical tactics, such as direct mail, and digital methodology allows brands to minimize their concerns about data-privacy compliance while ensuing cohesive messaging across all touchpoints.
Marketing leaders do believe that there are significant gaps in the ability of their teams to execute on strategies. From increased cost of ad spend due to cookie changes to lower-than-expected returns on their investments, marketing leaders will have their budgets put to more scrutiny than ever.
When the COVID-19 pandemic wreaked havoc across the United States and forced millions to work remotely, the technology and devices people used were no longer nice-to-haves, but essential tools to get everyday work done.
Protecting customers’ data privacy might be viewed by many marketers as an unwelcome impediment to their ability to effectively tailor customer communications and experiences. Not so. In fact, on the contrary, ensuring such privacy and data security can be both a business benefit and differentiator.
The reality for modern businesses is that the ability to gather, ingest, integrate, and deliver customer data to the appropriate marketing technology platforms—and to achieve goals, such as personalizing the customer experience—is going to be a key differentiator that can set your business apart from competitors.
Truly knowing your customers thoroughly allows you to meet their current needs and anticipate their future desires. That’s why it is a core differentiator today for businesses that want to stay competitive in an unpredictable world.
The reality is that today’s consumers might have moved towards digital as a primary form of interaction with brands, but many still have one foot firmly in the physical world.
Whether your company is just beginning it digital transformation, or if it is well along on the path to maturity, customer personas are foundational to establishing consistent and replicable criteria about your customers that provide the data-driven basis for your customer-facing business strategy.
Traditional marketing programs used in tandem with advanced digital programs and analog elements might be the optimal solution for your business and customers.
As customer data has become deeper and more complex, businesses are able to tap into even more insight into customer behaviors, with an unparalleled understanding of their habits and preferences persistently over time.