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While the impact of the global pandemic is easing, marketers across all industries continue to face economic uncertainty, exacerbated by the urgency to find innovative ways to understand and reach their customers while adhering to stricter digital privacy laws.
Even as marketing budgets are slashed, the expectation for a great customer experience (CX) with every brand interaction is a non-negotiable. As they strive to meet rising consumer demand in these uncertain times, marketers must leverage the agility they’ve honed in recent years and ensure their marketing strategy is underpinned by three key pillars: a first-party data strategy, personalized content with compelling storytelling and brand consistency, and composable technology.
To get a picture of these pillars, Acquia teamed up with Vanson Bourne to collect the opinion of 2,000 consumers and 200 marketers in the UK and US in August 2022. budgets and consumer data privacy.
It found that organizations that build direct, high-quality relationships with their customers have an edge. Marketers must collect, organize, understand and protect the first-party data that customers choose to provide to them, including digital interactions, contact information, product preference information and purchase history.
Acquia’s report also found that marketers are developing first-party data strategies to generate insights for personalized content and engaging CX as web browsers prepare to phase out third-party cookies. This suggests marketers are ready to follow big tech, 88% of those surveyed say collecting first-hand data is more important to organizations than it was two years ago, and 41% say collecting enough data about consumer preferences consumers to create compelling customer experiences has been very important over the past 18 months. In addition, 35% “strongly agree” that their organization is “fully prepared for the future without cookies”.
Read the full report from Aquia.
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