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By Kenneth Hein-03 March 2021 11:00am
Want free beer? All it will cost you is your email address.
With the third-party cookie facing imminent doom, brands are dangling free beer, burritos, special perks and even cold hard cash in exchange for consumers’ personal, first-party data. And it’s only just beginning. Here’s what’s next.
Consumers might get the feeling that brands sure are awfully generous these days. All of a sudden, there are plenty of offers, deals, sweepstakes and even the promise of delicious, free beer in exchange for an email address and other personal information.
While such tactics certainly aren’t new, what is new is the urgency in which brands are working to make one-on-one personal connections with consumers. Rapidly accelerating privacy legislation and browser blocking means marketers are nearing the end of being able to leverage third-party cookies for targeting purposes.
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By Craig Dempster-07 January 2021 11:00am
Exposing a little weakness. Being vulnerable. Not acting like you know all of the answers. These certainly don’t seem like typical leadership traits. Merkle’s global chief executive officer Craig Dempster explains why being human was essential in 2020 and beyond.
In the industry, we often talk about how a brand’s reaction to “times like these” can make or break the business. And as a leader of a company, that notion hits close to home. Ultimately, it’s my decisions and actions that steer the brand’s course. So, while my burden doesn’t weigh as much as, say, developing a Covid-19 vaccine, there’s a certain gravity to the responsibility of running a profitable business and championing the careers of thousands of employees. I am by no means perfect, and I don’t have all the answers. But as a passionate believer that a company is only as strong as its culture, I have approached this past year intent on preser
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