As we inch closer and closer to the obsoletion of the third-party cookie, the need for first-party data collection and analysis and enablement of transparent marketing strategies is paramount. Marketing teams can no longer rely on outsourcing their client data; rather they need to utilize strategies within their marketing efforts to both request customer information, ask and receive permission to utilize that data for marketing purposes and aggregate and store that information in a way that allows it to be utilized.
The fact is that consumers know and have known for some time that marketing teams are actively collecting and leveraging their data for marketing initiatives. That is not the problem. The issue consumers are voicing is their lack of consent and control over the who, what, and where of their personal data. Up until recently, there were no rules or transparency when it came to data collection and utilization which sparked the worldwide discussion of data privacy.
As consumers become more educated on data collection and usage in the marketing world, it is important to not only request their permission to collect their data, but also level set expectations about how that data will be utilized. Marketing teams who are looking to engage in transparent marketing are doing so by adapting policies of total transparency with their customers.
The task marketing teams are facing now is staying ahead of the curve in terms of adapting their marketing strategies to be fully compliant with these new and evolving regulations.
Enabling a strategy for your clients to provide you with regular feedback is the best way to regularly assess how marketing strategies are working, what can be done to improve your messaging and tactics, and increase transparency in your marketing. Allowing the consumer to guide optimization allows for better perception of your marketing, builds trust and ultimately creates a stronger connection between consumers and your brand.
With all of the uncertainty surrounding the future of marketing, one thing remains certain; implementing transparent marketing strategies is imperative to ensuring marketing success.