In recent years, there has been a lot of uk phone number attention for the digital privacy of consumers. Among other things, the GDPR legislation has been created and we now see that Safari, for example, already blocks cookies in the browser by default. Website visitors should be given the opportunity to select what kind of data a company collects when the website is visited.
The result? Less data to send with marketing campaigns and blind spots. If you work the traditional way. The traditional way means that your data is in the marketing platform and you make choices based on that data. Think of your Facebook campaigns or Google Ads campaigns. This has a few disadvantages:
Data resulting from your campaigns is not your property.
The data in the marketing platform has a limited shelf life.
Data from your marketing platforms is disconnected, meaning you are not collecting the right insights.
You want to link your offline data to your online data, but this is often complicated.
You rely on third-party data instead of first-party data in your marketing campaigns, which means your advertising budget is not being spent optimally.
The right use of data contributes to a successful customer journey at your company. Customer data contributes to personalization strategies, which are necessary to distinguish your company in the market. Customers also expect a consistent experience in the touchpoints they have with your company: whether this is on the website, in your store, in an app or in Google.