Why Marketers Need to Overcome Their Ego to Connect with Consumers
Original Presentation Date
Dec. 06, 2018
Learn why businesses need more complete data on consumers and their behaviour and why it is too hard to do this alone.
Find strategies to enable you to access more consumer data in compliance with data protection legislation.
Today’s consumer is hyper-connected yet increasingly wary of sharing their data with brands.
At a time when expectations of brand experiences are at an all-time high, how can marketers deliver the experience the consumer wants, with the limited data they are given?
The answer is parking the marketers’ ego, and thinking beyond brand. Contrary to what marketers may wish to believe, consumers spend very little time thinking about brands. They are certainly not the first to know of an address change or addition of a new family member (information which would inform how the brand talks to their customer).
Explore how marketers can augment the existing data they have about consumers to build out a more holistic identity profile – enabling them to talk to consumers like people, not proxies, and serve them a relevant brand experience no matter where they appear in the marketing ecosystem.
Over the past decade political campaigning has been completely transformed by the rise of digital advertising. The ability to canvass on a personal level is now as much about being online as it is about knocking on front doors, with political parties able to zero in on key swing constituencies and demographics across the internet. However, alongside the rapid development of this industry, there are also major questions being raised as to the transparency and legitimacy of how this tactic has been leveraged in recent campaigns. Claims of outsider influence in referendums and elections, as well as the harvesting of personal data without consent by companies such as Cambridge Analytica, are well-documented and have shone a light on the need for reform.