Keep me logged in: The growing importance of the consumer direct relationship
Consumers want brands to know them, serve them personalised offers and experiences, and yet respect their privacy and data at the same time. Dan Richardson, head of data ANZ at Verizon Media, explains why in 2021 marketers need to know and respect their audiences more than ever.
Evolution is what keeps brands alive and thriving, and nothing has caused rapid evolution quite like the past year. Those that didn’t evolve faced numerous hardships, and those that did found stable footing in a very unstable world.
But change isn’t stopping there, and 2021 is promising to bring even more disruption for marketers to navigate.
Removing the safety net
One example is the upcoming restrictions to third party cookies by Google’s browser Chrome, which will change the way advertisers, marketers and publishers need to think about identity based consumer opportunities.
