As consumers demand to know what their data will be used for and seize back control over its usage, traditional rules of engagement cease to exist.
Customers are aware of the value of personal privacy – and personal data. You could even say that the ‘rise of the consumer’ has led to the demise of the traditional digital marketer.
The upshot is an institutional shift: from the reliance on third party data to more direct relationships. This forces the evolution of digital advertising, business models, and value creation. But it also creates casualties: third-party cookies, device fingerprinting, app tracking and email pixels find themselves under threat. Predictably, first-party technology solutions including Customer Journey Orchestration and Real-Time Interaction Management (RTIM) are being adopted by many brands.
In this paper, we ask what does our new, ‘consumer-led world’ mean for digital marketing – and crucially, what can we do about it with first-party data?