The very definition of marketing is in the midst of a meaningful change, because of rapid shifts in consumer behavior. Forces like the direct-to-consumer business model are taking the need for personalization to a new level. Netflix, Uber, Dollar Shave Club, and their ilk, have materially changed customer expectations around the ways they interact and engage with brands.
CMOs find themselves adjusting to these forces, while at the same time adjusting to increased privacy concerns, as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) spark further regulation. The CMO is in the driver’s seat of a major pivot in the marketing approach that must be carried out across the entire organization.
Join the authors behind Merkle's 2020 Marketing Imperatives as they dive into today’s most pressing challenges and opportunities for marketing leaders.
Imperative Two: Take Ownership of Identity
Leveraging identity as a key business advantage for organizations is a challenge to accomplish, but if done right, it will drive efficiencies and effectiveness across marketing and media programs. Leaveraging identity will help you understand customers and deliver value to them across their various experiences and transactions with your brand. 2020 Marketing Imperatives author Gerry Bavaro shares how brands will need to approach identity to deliver on the total customer experience through:
- Building a private ID graph
- Enabling data clean rooms for analytics
- Maximizing addressable targeting
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