In the new era inaugurated by the coronavirus, the purpose of brands has been brought to the fore and more and more marketers have become convinced that the companies for which they provide their services must stop hiding their heads like an ostrich and get wet from one once and for all in matters of a social nature (in addition to responsibly managing the personal data of its clients).
At the end of the day depends on them access to a consumer who seems (rightly) increasingly elusive to brands.
Talking about responsibility is also talking about data
And yet, despite the importance Kenya Phone Number List of data, most brands prefer to focus on the purpose and not so much on the data when it comes to illuminating their strategies.
Such a procedure is surprising if we take into account that brands are finding it increasingly difficult to connect with their customers , whose media consumption has changed drastically in recent times.
The fact that marketing and advertising continue to hold onto third-party data like a burning Kenya Phone Number Database nail can end up being extraordinarily expensive for brands in the long run.
In the new “cookieless” era, it is essential for brands to ensure direct access to their own customers through a robust technology-based “first-party” data strategy .
Brands must raise the banner of technology , but they must put the accent on its good side (which has it) and try to get away from its darker side. It is, after all, the duty of brands that aspire to become good corporate citizens of the world, Strerath emphasizes.
In this new context, marketing and advertising must pay homage to social responsibility because the consumer may be increasingly fickle, but he is by no means stupid , as the good old David Ogilvy ventured 70 years ago.