Know your customer: marketing in the digital-first era

In a digital-first world, innovative brands recognize the importance of knowing who their customers are and how to reach them on the right channels. According to research by Forrester, 58% of marketers are challenged with targeting or segmenting their audience. Many marketers are unable to tap into all the rich first-party sources at their fingertips — this leaves them unable to personalize consumer experiences, and a study by McKinsey found that 71% of consumers expect personalization, and 76% are frustrated without it.

So, as industry standards continue to evolve and we shift away from third-party cookies, how will today’s marketers be empowered to navigate these changes? How can CMOs realise the value of their first-party data? And how can we ensure strategies are personalised?

Key questions :

How are you unifying your owned and paid marketing through first-party data?

Have you seen a rise in loyalty / retention marketing, and personalisation strategies?

What impact has the pandemic had on your digital engagement?