Today’s consumer is both hyper-connected and increasingly wary of sharing their data with brands. Indeed, a recent YouGov survey found that most UK consumers can’t get through dinner without checking their phone, whilst the latest IPA TouchPoints survey revealed that 53% of the UK population agree that these days they tend to trust companies less.
Richard Lees of Merkle EMEA shares how brands can move towards being personal, not just personalised in his recent article in WARC. Learn best approaches for your sector, & key steps to People-based Marketing.
In a digitised world, relationships are becoming increasingly fragile. Merkle EMEA's Tom Byrne, asks whether the relationships modern marketers are building with consumers are much different, arguing that it’s only a mind-set shift, not an ad stack addition that can create relationships with long-term value.
Why is engaging with customers through digital marketing comparable to online dating? Writing exclusively for ExchangeWire, Tom Byrne, SVP agency services, Merkle EMEA, explains that it’s all about meaningful relationships. Today’s always-on digital world has affected our lives in a multitude of ways. One of which is how we find love.
Across categories, brands are being forced to adapt to increased public scrutiny, shifting consumer expectations and the threat of disruption.
Commencing PerformanceIN's GDPR Takeover Week, SVP, EMEA Data Solutions, Nick McCarthy, explains how advertisers must come to terms with the full extent of their responsibilities in a post-GDPR world.
Information tied to identity is the basis of people-based marketing - with this technique, marketers are offered better targeting solutions but also more opportunities to enhance trust with both the client and the consumer.