“Data-driven thinkingIt is written by members of the media community and contains new ideas about the digital revolution in the media.
Today’s column by Erica Schmidt, Global CEO of Matterkind.
Web marketing is undergoing a massive transformation as third-party cookies have been phased out.
But the real problem is that our industry has gotten so used to them that we’ve missed an important fact: cookies were never intended to do the heavy lifting we depend on.
These little bits of tracking data often send mixed or incorrect signals about potential customers, resulting in messages that feel intrusive, annoyed, or even alienated. It is also not effective in providing marketers with the information required to associate a message with a sale, i.e., performance measurement. Identity is often separated, data is often biased or incomplete, and brands have a habit of hitting customers in the head with lots of ads.
But with every challenge comes opportunity.
Marketers should use this time to think differently about identity. By applying new concepts and using smart technology like AI to evaluate and interact with data and insights in real time, we can create richer messages that respect privacy and deliver richer and more rewarding ad experiences.
Basic Principles of Conscious Marketing
Good future identity solutions will include conscious Marketing, meaning that brands must take a thoughtful and respectful approach to connecting with people while taking responsibility and accountability for their own business.
This requires connecting letters that are Respectful, inclusive, relevant, timely, and interacts with real people – and that can’t be done without identity.
The right solution depends on the brand’s goals, capabilities and infrastructure. But, in general, good identity solutions should follow these principles:
- Use only the data that it is necessary To create a customized experience. Avoid collecting all available information just because it is available.
- De-bias datasets to avoid sending outdated, offensive or alienating messages.
- Be meticulous in communication. Don’t overburden or annoy people with repetitive messages.
- Be aware of privacy.
Always address people with kindness and sensitivity.
The heart of the internet is on the line
What happens if we don’t get conscious marketing right? Customers are getting bad experiences, brands are operating in the dark and the World Wide Web is becoming more entrapped than it already is.
Some big players already keep more customer data inside so-called walled gardens, which has led many publishers to switch from ad-based to subscription-based models in an effort to continue offering valuable platforms and value to their customers.
And with regulatory changes certainly occurring but not yet fully defined, some publishers are focusing on protecting data for their own use. Although this is understandable, it can also lead to a scenario in which advertisers run the risk of being cut off from their customers.
This is the opposite of the original purpose of the Internet. The Internet’s core value – free content and great experiences in exchange for well-targeted, relevant ads – is on the line.
Conscious Marketing Means Cost Savings Too
We have an opportunity to reimagine marketing and reach people in the ways they value and find useful. In addition, making our messages more welcoming, specific and effective has the added effect of saving money. Brands communicate less and avoid over-saturating customers.
Conscious marketing also helps us realize the proposition of getting the right message to the right person at the right time on the right platform (something we have been striving for collectively since the invention of online advertising).
How will sophisticated marketers operate in the twenty-first century? Let’s start by making future solutions better than the ones we used in the past.