Customer Data Practices Need A New Path Forward

Published in MarTech

There are two points of particular friction that currently hold back marketers wanting to strengthen customer relationships and engagement in an era of enhanced data privacy: The first is transparency. Consumers have shown repeatedly that they’re willing to share personal information in exchange for content that’s genuinely relevant to their interests. Instead of focusing on this transparent and mutual value exchange, too many marketers today are looking for loopholes and workarounds to get the precise addressability they’ve grown accustomed to.