For years, cookies were the connecting links that helped marketers understand and reach consumers, but no more. Navigating this uncharted terrain is doable, however. The keys to Industry Email List success are identifiable and privacy-respecting relationships and relationships with those who have them. Many factors have compelled marketers to look beyond the cookie - from consumer privacy requirements and California privacy law to the rise of so-called walled gardens and Industry Email List a media landscape of more and more fragmented. That cookies are losing their usefulness is no surprise to anyone.
Yet with cookies going the way of the dodo, marketers need new ways to identify consumers and measure marketing performance. That means they'll have to Industry Email List move away from the old-fashioned audience targeting Industry Email List they've known. More than ever, marketers will need to invest in first- and second-party data to augment the insights they have been able to gain from third-party cookies. To do this, they will need to partner with publishers and content producers who already have the right consumer connections to maintain effective and personalized marketing.
And they will have to make the value exchange clear to Industry Email List consumers. Behind the Walled Gardens, Marketers Need an Identity for Holistic Brand Messages For marketers, the importance of consumer identity management is nothing new. As early as 2016, Forrester said, “It is becoming more critical than ever for companies considering linking information and engagement systems to drive seamless and relevant cross-channel customer Industry Email List experiences.” They understood that marketers needed new ways to create seamless interactions across multiple touchpoints