MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.
Good morning, Marketers, and what about the consumer in the privacy debate?
We devoted a lot of space last week to discussing privacy and the potentially huge impact on addressability if privacy really does become paramount for consumers and legislators. A lot of the talk was about the advertising industry, about brands and publishers, about ad tech. But let’s try being customer-centric for a change.
What does the consumer want? The consumer wants access to lots of free (or very cheap) online content. The ability to continue to use critical services like email and online calendars, news outlets and — less critical, although you wouldn’t know it — social media, all without paying subscriptions. I also suspect (and you can test this by browsing incognito) that consumers like a relevant, personalized web experience. What they don’t want is to see the same ad in every channel every day.
I don’t think the consumer gets all those privileges if digital marketing takes the kind of hit the IAB has been raising alarms about. And here’s an interesting twist. Most people think it’s okay to collect first-party data and use it for targeting. But if you’re collecting that data in different channels, from different devices and not doing any additional tracking, one consumer might look like five or six different consumers with the same interests. And boy are they going to see that same ad a lot.
Kim Davis
Editorial Director
Shorts
“To me, the argument for applying lower-cost, highly skilled marketing resources to provide leverage to constrained sales resources makes clear business sense. But without buy-in, the idea is going nowhere. So, I call on not only CMOs, but the entire C-suite. Let’s expand the mission of marketing across the entire breadth of the B2B customer relationship.” Ruth Stevens, President, eMarketing Strategy
Get the daily newsletter digital marketers rely on.
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.
He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.
Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
Note: This article have been indexed to our site. We do not claim legitimacy, ownership or copyright of any of the content above. To see the article at original source Click Here
Spigen Ultra Hybrid T MagFit Designed for iPhone 16 Pro Case [Camera Control Button Coverage] [Military-Grade Protection] Compatible with MagSafe - White
$18.99 (as of December 24, 2024 19:05 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Apple AirPods 4 Wireless Earbuds, Bluetooth Headphones, Personalized Spatial Audio, Sweat and Water Resistant, USB-C Charging Case, H2 Chip, Up to 30 Hours of Battery Life, Effortless Setup for iPhone
$114.24 (as of December 24, 2024 19:34 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
TurboTax Deluxe 2024 Tax Software, Federal & State Tax Return [PC/MAC Download]
$55.99 (as of December 24, 2024 19:34 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Musical Christmas Tree Ornament, Pops Open to Reveal a Festive Figure & Plays Jingle Bells, 2024 Christmas Ornament, Holiday Decor, White Elephant Gifts, Xmas Decoration for Kids (Elf Egg Pops)
$9.95 (as of December 24, 2024 19:34 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
