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How to get consumers to say ‘I do’ to sharing data - Inside FMCG

How to get consumers to say ‘I do’ to sharing data - Inside FMCG | The MarTech Alert | Scoop.it
So how should brands go about collecting ‘zero-party’ data? It starts with establishing what type of information you need from the consumer and why.

“Consumers want to know why you’re engaging with them; consent is really important. Secondly, they want to know what data you want. If you don’t explain why, there’s no reason why the consumer will give you their data,” Loizou explains.

Critically, consumers need to understand what’s in it for them.

“We call it the ‘value exchange’. The first thing a customer is asking themselves is ‘’what’s in it for me? There has to be some form of exclusivity, some form of gamification or interactivity. Consumers are receiving something — a discount, an experience, exclusive access, a giveaway, etc. — in exchange for their data.”
CYDigital/marteq.ios insight:

Show value, e.g., a reward, and consumers will share data. Studies prove this to be the case.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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You Read the Privacy Policy, Right? Sure You Did. A New Federal Bill Seeks to Address the Transparency Gap. - Lexology

You Read the Privacy Policy, Right? Sure You Did. A New Federal Bill Seeks to Address the Transparency Gap. - Lexology | The MarTech Alert | Scoop.it
Only 22% of Americans report “often” or “always” reading online privacy policies, and that’s solely for websites which require browsers to affirmatively agree to a privacy policy (i.e., flashing a pop-up with some form of “check the box” affirmation). This does not engender much confidence that Americans are actively seeking out and consenting to the privacy policies embedded within the myriad of websites they visit on a daily basis. And who can blame them – a 2008 study estimated it would take 244 hours each year to read every privacy policy in full for all the websites an average web browser visited annually. 

So note the structural framework of U.S. Sen. Sherrod Brown’s (D-Ohio) Data Accountability and Transparency Act of 2020 (DATA 2020): rather than maintaining the permissive data privacy legal framework which allows data processors to manage consumer personal data largely as they see fit, so long as they disclose their intentions in a lengthy privacy policy (which, as we’ve established, the vast majority of their consumers will never actually read), Sen. Brown instead suggests a restrictive legal framework that will dictate, by statute, when and how data processors may use consumer’s personal data, and to what extent.
CYDigital/marteq.ios insight:

B2C companies need to get way ahead of data privacy restrictions, and not play to the existing parameters. Rather, you need anticipate the most restrictive data privacy environment possible, and determine how to work within this forecast. One such solution: give your consumers control over their own data, and ask permission to access it in exchange for a reward. Studies show this approach works.

 

marteq.io is the peak of personalization, based on the consumer's full digital story. Learn more: https://www.marteq.io #martech #marketing

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Can Facebook's Libra 2.0 Live Up To Its Promise? | Hacker Noon

Can Facebook's Libra 2.0 Live Up To Its Promise? | Hacker Noon | The MarTech Alert | Scoop.it
Libra version 2.0 will welcome a new form of ≋LBR Coins which will accommodate other currencies looking to join its ecosystem. For now, they have only mentioned variations for the US Dollar (≋USD), European Euro (≋EUR) and British Pounds (≋GBP). Libra will certainly increase cooperation with other regulators and central banks as more countries join in.
For places where there is no stable currency, the standard Libra Token will fill the void to increase financial inclusion. The standard ≋LBR will be a composite of multi-currency Libra formed by single-currency stablecoins. The exact composition and share of the every single-currency stablecoin will be determined by nominal weights, such as ≋USD 0.50, ≋EUR 0.18, ≋GBP 0.11, and so on.
CYDigital/marteq.ios insight:

In spite of Libra 1.0's shortcomings, and the potential issues with Libra 2.0, there's no stopping this train. It's going to happen, and it will open the door for you to deploy crypto as a part of your CX.

 

marteq.io is the peak of personalization, based on the consumer's full digital story. Learn more: https://www.marteq.io #martech #marketing

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Rally launches Creator Coin cryptocurrency for influencers - VentureBeat

Rally launches Creator Coin cryptocurrency for influencers - VentureBeat | The MarTech Alert | Scoop.it
With Creator Coin, Rally will enable influencers to create their own flavor of cryptocurrency that they can use to reward fans and build engagement. 

As an example, a streamer could make a Creator Coin and give it away to fans who spend a certain time watching their livestreams. The fans could in turn use that custom-branded cryptocurrency to buy virtual items in a game or purchase items from another streamer. And they wouldn’t have to go to the trouble of setting up a cryptocurrency wallet or creating an account.

Rally worked with Chou’s other startup, the blockchain gaming company Forte, to figure out some of the foundational technology behind Creator Coins. But Forte remains a separate company from what Chou is doing at Rally. Forte generally works with large enterprise teams, while Rally is working with influencers.

The Creator Coins are a digital currency that can be custom branded to each creator. They are also the foundational building blocks in an easy-to-use blockchain toolkit that will allow creators to unlock better engagement and monetization models in their communities.
CYDigital/marteq.ios insight:

I'm forwarding this to you to show that rewards can be cryptocurrency-based. And atop what the article presents: your cryptocurrency used by consumers can be traded on an exchange.

 

marteq.io is the peak of personalization, based on the consumer's full digital story. Learn more: https://www.marteq.io #martech #marketing

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Google adds CCPA opt-out handling for publishers in Ad Manager, AdMob - MarTech Today

Google adds CCPA opt-out handling for publishers in Ad Manager, AdMob - MarTech Today | The MarTech Alert | Scoop.it
Funding Choices, Google’s consent management tool for publishers using Google ad servers, can now handle CCPA requests, Google announced Thursday. It’s integration with IAB Europe’s Transparency and Consent Framework is also moving forward.

Publishers can enable Funding Choices to collect opt-out requests from California residents and comply with CCPA. It is integrated with Ad Manager for desktop and mobile web visits.
“Funding Choices detects when a user from California visits a website, shows a CCPA message that allows the user to opt out of the sale of their personal information, and communicates the user’s choices with the publisher’s advertising partners,” wrote Vegard Johnsen, senior product manager for ads privacy and safety at Google in a blog post Thursday.
CYDigital/marteq.ios insight:

FYI.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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With cookies on the way out, brands search for solutions | Ad Age

With cookies on the way out, brands search for solutions | Ad Age | The MarTech Alert | Scoop.it

"The decision to kill off third-party cookies is widely regarded as a necessary evil, but who gets to determine their replacement?

 

The uncertainty has prompted some companies to develop turnkey solutions that are privacy compliant. Google—whose decision to eliminate third-party cookies from Chrome by 2022 created the vacuum—also has a solution, as does ad retargeting kingpin Criteo.

 

Whichever technology emerges, it will address critical advertiser capabilities including ad targeting, frequency capping, user privacy and attribution. And it will enable an enormous advertising market; last year, third-party cookies helped fuel nearly 30 percent, or $38 billion, of all U.S. digital ad spend."

CYDigital/marteq.ios insight:

Whatever the solution, it will be costly. But it doesn't need to be if you allow the consumer to own their data, then ask permission to access it. Not only is this proven to be acceptable to consumers, and that they will exchange their data for some type of compensation, but it allows brands and retailers to sidestep data privacy regulation. Just need to get out of the mindset of needing to own the data. You don't.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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How Introduction Of Blockchain Technology Is Transforming Marketing? | CustomerThink

How Introduction Of Blockchain Technology Is Transforming Marketing? | CustomerThink | The MarTech Alert | Scoop.it
Let us take a look at the advantages that this technology has to offer-

1. Simplicity is one of the biggest advantages of blockchain.

2. Security is the topmost reason why this tech is being integrated into various fields.

3. The level of transparency is really high. It is easy to track information and witness the changes that are being made by other nodes.

4. By boosting updates at a great speed, this ever-evolving technology has a lot to offer.

5. The security that it offers has ameliorated the level of reliability.
CYDigital/marteq.ios insight:

Blockchain is a potential platform upon which to create solutions, and needs to be included as you look to solve issues. But its applicability may be limiting, i.e., it doesn't solve all problems.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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How marketing operations and martech professionals use "no code" tools - Chief Marketing Technologist 

How marketing operations and martech professionals use "no code" tools - Chief Marketing Technologist  | The MarTech Alert | Scoop.it
Given the above, it’s not surprising that the primary no code use case reported in our survey was implementing workflows and processes (82%), often across multiple apps and platforms within a martech stack. Next most popular, but significantly lower at 37% and 35%, were publishing web forms and setting up databases. Essentially: collecting, routing, and storing data.

CYDigital/marteq.ios insight:

No surprise as to who's atop the list. Based on a survey of readership, which is fine as the readership is top-notch.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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The 5 ABM Myths and Their Face-off with the Truth(s) - MarTech Series

The 5 ABM Myths and Their Face-off with the Truth(s) - MarTech Series | The MarTech Alert | Scoop.it
Myth #1: ABM is just for Demand Gen Marketers
Myth #2: ABM is just for the enterprise
Myth #3: ABM is just for your top 50 strategic accounts
Myth #4: ABM doesn’t scale
Myth #5: ABM is an evolution of B2B marketing practices
CYDigital/marteq.ios insight:

Myth: ABM is accomplished solely through software.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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An Introduction to marteq.io

http://marteq.io/A_marteq.io_Introduction_Narrated.mp4

CYDigital/marteq.ios insight:

A quick overview for your perusal: http://marteq.io/A_marteq.io_Introduction_Narrated.mp4

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The Distributed Ledger: Blockchain, Digital Assets and Smart Contracts - JDSupra

The Distributed Ledger: Blockchain, Digital Assets and Smart Contracts - JDSupra | The MarTech Alert | Scoop.it
On June 24, 2020, the New York State Department of Financial Services (DFS) announced a set of policies and proposals to clarify and streamline the regulatory landscape for virtual currency entities doing business within the state. These initiatives all relate to the licensing framework DFS established in June 2015 in anticipation of a proliferation of blockchain technology and virtual currencies, 23 NYCRR Part 200 (the 2015 Licensing Regime). The licensure and compliance requirements imposed by the 2015 Licensing Regime caused the BitLicense — the business license issued by DFS under the 2015 Licensing Regime permitting companies to engage in virtual currency activities — to be viewed as an indication of quality and security. At the same time, the standards and procedures under the 2015 Licensing Regime have been widely criticized as expensive, time-consuming and onerous, and have caused a number of virtual currency business to cease either their operations or plans to operate within New York.

The Self-Certification Policy allows a BitLicensee to create an internal virtual currency-listing policy through which it can self-certify the use of new virtual currencies (in addition to those permitted under the Greenlist Policy) without obtaining case-by-case approval from DFS. Prior to listing new virtual currencies through an internal coin-listing policy, a BitLicensee must obtain DFS approval that the policy meets certain criteria to protect consumer welfare.
CYDigital/marteq.ios insight:

Relevance: regulations are slowly moving into place around the launch and management of cryptocurrencies. This is important as crypto can be used as a basis for rewarding consumers for access to their data. What is not entirely clear is how state-level regulation meshes with SEC guidance.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Third-Party Cookies, Reasonable Security Measures at Issue in CCPA Class Action Suits - Law.com

Third-Party Cookies, Reasonable Security Measures at Issue in CCPA Class Action Suits - Law.com | The MarTech Alert | Scoop.it
Dominique Shelton Leipzig, a partner at Perkins Coie in Los Angeles, said presenting a case around third-party cookies collecting data moves away from the intent of the CCPA.

“That is how they’re constructing that fact pattern into what was supposed to be a clear data breach,” Shelton Leipzig said. “The private right of action was supposed to limited to a negligent breach.”

Another issue that in-house counsel will need to pay attention to is how courts determine what it means to reasonably protect consumer data from a data breach.
CYDigital/marteq.ios insight:

Still evolving.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Navigating data privacy - ZDNet

Navigating data privacy - ZDNet | The MarTech Alert | Scoop.it

Articles include:

How to make privacy your company's 'killer app'

 

Survey: Companies struggle to implement data privacy initiatives

 

An in-depth look at how the enterprise is navigating data privacy

 

Data privacy and data security are not the same

 

Personally identifiable information (PII): What it is, how it's used, and how to protect it

 

How new apps protect the health and privacy of employees

 

GDPR two years on: Why there's still work to be done on data protection

CYDigital/marteq.ios insight:

This is compilation of articles focused on the management of data privacy by the enterprise. There's a recurring theme here: the need for applications, infrastructure, people and processes....all leading to additional costs. It does NOT address the notion of giving the consumer control over their own data, which negates the need for many if not all of these resources.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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3 overlapping patterns of "no code" martech and the rise of marketing makers - Chief Marketing Technologist Blog

3 overlapping patterns of "no code" martech and the rise of marketing makers - Chief Marketing Technologist Blog | The MarTech Alert | Scoop.it
In looking at a lot of different no code tools — and there are a lot of no code tools out there now — I noticed that many fell into one of three “patterns” of how they worked:

Design & Content (UI) — web and mobile app builders, bot flows, interactive content
Spreadsheets (Data) — if you can use Excel or Google Sheets, you can build an app
Automation (Logic) — workflow and integrations (iPaaS) with event-driven models
CYDigital/marteq.ios insight:

It's more prevalent than you think! And we all use these tools.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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When it comes to customer data, they should always willingly opt-in - ClickZ

When it comes to customer data, they should always willingly opt-in - ClickZ | The MarTech Alert | Scoop.it
Maine’s new data privacy law is an essential step to protect customers that should be emulated throughout the country
Customer data fuels the advertising and marketing strategies for most companies, but that doesn’t mean that customers should lose their ability to control their own data
Customers should be able to easily opt-in and opt-out of having their data collected, and also have a clear view of what opting-in means
The end goal of all customer data collection should be to provide an enhanced customer experience that makes customers want to share their data
CYDigital/marteq.ios insight:

Consumers are willing to exchange their data for rewards. This has been shown over and over again. So allowing consumers to collect and control their data relative to your company is the failsafe approach to a deep relationship with the consumer based on trust. Opt-in not necessary!

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Survey: Barriers prevent data privacy initiatives - TechRepublic

Survey: Barriers prevent data privacy initiatives - TechRepublic | The MarTech Alert | Scoop.it
Of the 186 professionals surveyed in July 2020, 37% said that their company did not have a dedicated privacy team, and 44% said their company's privacy team had one to five employees. Only 6% of respondents claimed 10 or more members on their company's privacy team. 

In terms of the California Consumer Privacy Act (CCPA) requirements, a state statute intended to enhance privacy rights and consumer protection specifically for California residents, 26% of applicable respondents were meeting or in the process of meeting all requirements, 14% were not meeting requirements, and 28% were unsure of their company's compliance. 

A wide range of tools are available to help companies carry out their data privacy initiatives. The majority of respondents are implementing or considering implementation of data backup/recovery solutions (62%). More than half of respondents use or are considering to use endpoint protection (54%), data loss prevention (52%), and encryption software (52%). Close to half of the respondents (48%) use or may use Identity and Access Management (IAM) or (43%) Mobile Device Management (MDM). Other tools being used or considered consist of compliance software (30%), Customer Data Management (CDM) platforms (19%), and consent management applications (16%). 
CYDigital/marteq.ios insight:

Data protection and data privacy are two different topics. Regardless, companies are still woefully short in their efforts to protect the consumer's data privacy. More info when you click-through.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Twitter under FTC investigation for alleged misuse of user data - CNET

Twitter under FTC investigation for alleged misuse of user data - CNET | The MarTech Alert | Scoop.it
The investigation apparently relates to a revelation Twitter made last year in which it informed users that had recently discovered that users' email addresses and phone numbers meant to be used for security reasons "may have inadvertently been used for advertising purposes." 

That information is supposed to be used solely for account protection purposes, but Twitter said advertisers were able to tap the phone numbers to target commercials, through the company's "Tailored Audiences" and "Partner Audiences advertising system. 
CYDigital/marteq.ios insight:

A potential $250MM fine. 

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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The new imperative for corporate data responsibility - KPMG

The new imperative for corporate data responsibility - KPMG | The MarTech Alert | Scoop.it
Consumers believe data privacy is a human right. Corporations need to raise their game. Consumers are becoming increasingly concerned with, and distrustful of, how companies safeguard their personal data against misuse and theft. Companies must take steps now to keep pace with expectations—or risk losing access to the data that increasingly drives strategy, insights and success.

To learn more about how consumers are thinking about data privacy and what they expect from corporations, KPMG surveyed 1,000 Americans. The survey reveals that consumers overwhelmingly agree that data privacy is important, and that they want corporations to take significant steps to better protect, manage and ethically use their data in 2020.
CYDigital/marteq.ios insight:

Yet another datapoint in a long line of datapoints that reveal the consumer's attitude towards data privacy. And the best way to approach this challenge is to give the consumer the ability to capture, own and control all of their data relative to your brand. The full report is available at https://advisory.kpmg.us/articles/2020/new-imperative-corporate-data-responsibility.html

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

 

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Magic Quadrant for Sales Force Automation - Gartner

Magic Quadrant for Sales Force Automation - Gartner | The MarTech Alert | Scoop.it

SugarCRM is offering the report behind a reg form. Go here: https://www.sugarcrm.com/resources/gartner-magic-quadrant-for-sales-force-automation/

CYDigital/marteq.ios insight:

SugarCRM is offering the report behind a reg form. Go here: https://www.sugarcrm.com/resources/gartner-magic-quadrant-for-sales-force-automation/

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Digital Identity as an Investment | by Justine Humenansky, CFA

Digital Identity as an Investment | by Justine Humenansky, CFA | The MarTech Alert | Scoop.it
The direct identity opportunity set remains limited to 300–500 startups and it’s difficult to make the case that there are deep exit opportunities as the list of potential buyers is limited. Identity solutions face very high minimum scale requirements and, therefore, identity startups must create or connect to a platform of some sort to generate real utility (ie. Okta has +6,500 integrations.) Thus, IPO opportunities for standalone entities also seem limited.
Identity startups face real barriers to entry (regulatory, compliance, and trust challenges at par with FinTech.) They also have to compete with platforms like Microsoft/Salesforce, which may ultimately become the dominant purveyor(s) of digital identity. Partnering with consortia may be a way for startups to “bootstrap” scale and compete against these established platforms, and some are employing this strategy. 

Foundational identity efforts are better suited to grant or impact funding. The Omidyar Network, the Gates Foundation, and the Mozilla Foundation all invest in foundational DID. Functional identity isn’t viewed as a category of it’s own, so it’s hard to find venture investors that focus specifically on identity.
CYDigital/marteq.ios insight:

An excellent primer on DID.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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What’s Next for US Data Privacy Regulation – Adweek

What’s Next for US Data Privacy Regulation – Adweek | The MarTech Alert | Scoop.it
“There’s real justified concern for that 79% of Americans who are looking at the landscape and seeing what is a fragmented regulatory structure,” said Chris D’Angelo, chief deputy attorney general for economic justice at the New York attorney general’s office. “There’s no question that as a country we would be better off with federal legislation that laid the foundation for what our privacy expectations are.”

As far as what role that federal legislation should play, D’Angelo said he disagreed with other NexTech panelists on how much states can do in the meantime, or to bolster federal regulations after they’re established. “I think there’s certainly room for states to go above and beyond whatever federal floor is set,” he said.
CYDigital/marteq.ios insight:

Consider the prospective nightmare of adhering to 50 different state data privacy guidelines. Don't throw software at the problem. Give the consumers ownership!

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Data Privacy Software Market Next Big Thing | Major Giants

Data Privacy Software Market Next Big Thing | Major Giants | The MarTech Alert | Scoop.it
Data privacy software is a software that allows the companies or users to save important data and protect against the security threats in compliance with the standards. It manages all the data privacy programs which includes the reverting back to consumers regarding the issues, it also helps the other business operators to manage their data to work together on data access, deletion, or transfer of data.
CYDigital/marteq.ios insight:

The point behind this snippet: legislation and regulation has permitted the creation of a sub-segment marketing to B2C and B2B companies...and it's not necessary. The smart approach is to give your consumers ownership of their data, give them control, and ask permission to access it in exchange for a reward. And a majority of consumers will allow that access. 

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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MarTech Insider Anand Thaker: Marketing Not Aimed at Building Real Relationships with Customers? Cut It. - Small Business Trends

MarTech Insider Anand Thaker: Marketing Not Aimed at Building Real Relationships with Customers? Cut It. - Small Business Trends | The MarTech Alert | Scoop.it
One of the first things is marketing, yes or no? That’s not the right question to ask. That correct question is, is the marketing efforts or spend that you have, are they engaged in building a relationship with a customer? If it’s not part of the journey or if they’re not responsible for the entire journey back into the business operations of the company, then yeah, maybe need to consider cutting it, because it’s an expensive spend and you’re basically competing … You’re selling against yourself. You spend a dollar, someone spends 105, then you got to spend 110, then they spend more and then you have to spend more, but if your marketing spend is basically driven on developing a deeper relationship, meaning you are training your staff, frontline staff perhaps, at a retail store, on developing better experiences, or you’re working on the digital journey for how people buy, or trying to come up with different ways to help your customers make a decision, or help them, say, like in a fintech world, like you have some sort of financial services option, you’re trying to help them be better financial … financially savvy.
CYDigital/marteq.ios insight:

It's guidance that's applicable to B2C and B2B. And building relationships is all about the degree of personalization applied. But here's the catch: weak personalization can be sniffed out and seen as phony, and will work against the marketer. Marketers...brands, agencies, retailers...need a robust personalization solution.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Most consumers believe government regulation should help address privacy risks - Help Net Security

Most consumers believe government regulation should help address privacy risks - Help Net Security | The MarTech Alert | Scoop.it
The research points to a privacy gap between the consumer data protection individuals want and what industry and regulators provide. While the majority of consumers want their data protected, they’re still waiting on — or expecting – the federal government or industries to provide this protection.

For instance, 60% of consumers believe government regulation should help address the privacy risks facing consumers today, of which 34% say government regulation is needed to protect personal privacy and 26% believe a hybrid option (regulation and self-regulation) should be pursued.
CYDigital/marteq.ios insight:

More stats when you click through, but the bottom line for B2C and B2B companies: get ahead of legislation.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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How well-prepared are marketers for the impact of the third-party cookie crackdown? – eConsultancy

How well-prepared are marketers for the impact of the third-party cookie crackdown? – eConsultancy | The MarTech Alert | Scoop.it
And yet in Econsultancy’s survey of more than 800 marketers that informed the Future of Marketing Report, just 36% of marketers stated that they had a good understanding of the third-party cookie crackdown.

Almost half (43%) see themselves as not having a good understanding, while the remaining 21% do not know enough – or do not believe it applies to them.
CYDigital/marteq.ios insight:

Eerily similar to the advent of GDPR: many marketers were just not prepared, and got caught. Loss of 3rd party cookies changes so much, and impacts all parts of your digital initiatives. First step: an audit!

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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How to get consumers to say ‘I do’ to sharing data - Inside FMCG

How to get consumers to say ‘I do’ to sharing data - Inside FMCG | The MarTech Alert | Scoop.it
So how should brands go about collecting ‘zero-party’ data? It starts with establishing what type of information you need from the consumer and why.

“Consumers want to know why you’re engaging with them; consent is really important. Secondly, they want to know what data you want. If you don’t explain why, there’s no reason why the consumer will give you their data,” Loizou explains.

Critically, consumers need to understand what’s in it for them.

“We call it the ‘value exchange’. The first thing a customer is asking themselves is ‘’what’s in it for me? There has to be some form of exclusivity, some form of gamification or interactivity. Consumers are receiving something — a discount, an experience, exclusive access, a giveaway, etc. — in exchange for their data.”
CYDigital/marteq.ios insight:

Show value, e.g., a reward, and consumers will share data. Studies prove this to be the case.

 

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