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Post-Cookie “Re-Think” of Digital Marketing Driving Surge of Innovation in Collaborative Data .
Winterberry GroupJanuary 14, 2021 GMT
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The research delves into the surge in collaboration across and within companies to leverage data to optimize revenue and deliver consistent consumer interactions in a post-cookie world. Brands and media owners are turning to both familiar and evolving data collaboration frameworks to make the most of a changing marketing and advertising landscape.
“The rush to explore and adopt collaborative data solutions is about more than the pending death of the cookie, Apple’s IDFA and regulation,” said Bruce Biegel, senior managing partner of Winterberry Group. “We’re at a critical moment in time where the entire digital ecosystem is going through a fundamental change in approach, where permission-based partnering will be the key to crea
Today?s customers are not just already omnichannel, but smartphones have completely changed their behavior and expectations.
Consumers now expect to engage at any time and from anywhere with your brand. They expect to engage before, during and after transactions with your brand. They will jump between online, in-store and mobile touch points and expect your brand to stay consistent with information, offers and service.
Marketers cannot merely worry about demand generation anymore. They must be ready for ?on demand.?
Omnichannel is not a buzzword anymore. Leading brands in more than a few verticals are mid-execution and fast discovering that for their consumers mobile is at the center of omnichannel.