Because the digital world is constantly changing, it can be hard to stay on the edge. With regulations becoming increasingly more privacy-oriented following new trends can be really important.
Personalization & User Experience
Personalization is not only a buzzword, but it is also not a hype. It’s a consumer demand that’s here to stay. More specifically, the attention is on the personalization of the customer experience. Companies can no longer afford to focus on their demands and must rather concentrate on the requirements of their customers. This means offering a friendly user experience and a completely customized product or service that is entirely adapted to the customer.
The Ultimate Customer Experience
To produce the ultimate customer experience, marketers rely heavily on information. By bringing together data resources, it’s possible to understand and predict behavior, and segment customers by type of interactions.
In this manner, you effectively interpret the collected data about your customers across various platforms using different inputs. Allowing you to reach your intended audience in an integrated manner and create a customer journey that logically connects each step to the next.
The Death Of Cookies
There is not any such thing as privacy on the internet – we know. But wait, is that really correct? As much as entrepreneurs wish to collect information for personalization functions, it’s not necessarily easy to do so. We need cookies to collect information, but to tell the truth, they’re dead. The combination of both adblockers, GDPR, and Intelligence Tracking Prevention (ITP) is predicted to have a direct impact on twenty to forty percent of user’s cookies. This will make collecting information much harder.
Less Data To Track
Imagine a group of internet users. Roughly 40 percent of these use an adblocker that makes information monitoring nearly impossible. That means that you can rule those people out. Then there would be the increasingly rigorous GDPR regulations which make it even more challenging to collect data about the remaining 60% of this group. Some people also use high quality of the line ITP that removes all third party cookies after 24 hours or even instantly. This again consumes a huge portion of your group of consumers.
In other words, you’ve got less input but nevertheless, need to collect enough data to personalize consumer experiences.
Thus, do analysis on a smaller sample of people that agrees to data usage and get a greater return from the data. How can you do so? By using opt-in data. Start by providing an eye-catching cookie popup that visitors can’t ignore unless they leave your website.
A Role Of A Marketer Is Changing
Robots taking over the Earth, self-driving cars: this is all just the beginning of ultimate automation. But people today are still controlling the robots and feeding data to the algorithms. It is true that automation is rapidly taking over the job of marketers, but this technology was largely developed by entrepreneurs themselves. However, that doesn’t mean that marketers are becoming obsolete.
The role of the marketer is just changing.
Controlling the algorithms
With every technological revolution that humanity goes through, many professions need to reinvent themselves. This also applies to digital marketers. Smarter algorithms are taking over smaller tasks and can do this without human assistance. So instead of manually optimizing campaigns, it is important to take matters into your own hands and take charge of building and controlling the algorithms that control the models.
For a very long time, people did this manually. This is something that Google algorithms have obtained over (intelligent bidding). But this bidding done by machines is not efficient. Finally, it is the marketers that are optimizing the output and continuously tweaking the algorithm. So they create and manage the machine.
Temporary digital teams
More and more businesses are expanding their marketing department and are arranging everything in-house. Others hire temporary digital teams filled with digital experts that give your company a transformational injection that pushes the business forward and disrupt their business.
Overall, marketers will have to deal with bigger privacy and data hurdles. These struggles will bring new opportunities that force us to innovate and drive us to evolve into better versions of ourselves.