The Recent Centerpiece Of The Marketers’ Strategies

Marketing strategy simply refers to a business’s overall game plan for reaching to their prospective consumers and then turning them into customers of their products or their services. A marketing strategy contains the company’s value proposition, the key brand messaging, the data on their target customer demographics, and other of the high-level elements.

Even with the ongoing pandemic receding, the digital marketers are still facing two “elephants in the room” one is the fade-out of third-party cookies and the other is the growing obstacles to targeting and tracking users on the mobile devices.

Since these elephants are now stomping out previous methods, a variety of the leading industry vendors and the organizations are now joining forces together to offer new solutions such as the “Unified ID 2.0 or the Google’s Privacy Sandbox” to help the target ads and the measure effectiveness. While there is no solution yet to achieve the critical mass, they all are been built on the recently important foundation of user consent.

With so many evolving directions in this recent time, even the savviest marketer can not predict the future of the ad targeting and the attribution. However, we can still control a key variable that is impacting the effectiveness of advertising: the quality of the user data.

Not Just Lemonade

If the marketers can no longer rely on tracking the behavior of all their anonymous users between websites or the mobile apps, then the focus have changed to a brand’s own visitors and customers.

However, this is not just the issue of making lemonade out of lemons. This first-party data is not based on the probability about the user behavior, as data derived from the third-party cookies has largely been, but it is on the definitive data about those individuals who have shown you some level of interest in your brand. As such, this data can be of help to you in defining real-world people who buy and act offline as well as those online instead of simply just reflecting some sets of browsing behavior that may not adequately describe just a single individual.

In other words, the marketers now have an incentive to better collect and to better understand a more accurate trove of the user data. A study that was carried out last year by “the management consultancy Winterberry Group, in partnership with the Interactive Advertising Bureau“, discovered that 60% of the data professionals thought that the change in third-party cookies was an incentive to make increase their spending on the first-party data.

So with the first-party data as the new hub of the digital marketing, marketers now must give extra emphasis to the quality of the data reason because the inaccurate or poorly matched data has lower its value. For example, about 36 million people have changed their addresses in the year 2020, meaning that for you to neglect an upkeep is not an option.

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