Retail marketers are navigating a time of great flux. With the uncertainty surrounding the depreciation of third-party cookies by Google, the rise of privacy legislation, and consumers becoming increasingly aware of the value of their data, it’s more crucial than ever for marketers to rethink and future-proof their strategies.
Yesterday’s strategies are quickly becoming outdated, and the way marketers connect with consumers—along with the technology they use to do it—is evolving rapidly. That’s why we surveyed over 100 C-suite marketing leaders at major retail brands to uncover the strategies they’re adopting to thrive in this ever-evolving landscape.
The CMO Virtual Event is a must-attend for forward-thinking marketers seeking the data, insights, and strategies to identify anonymous website traffic, gather first-party data at scale, and drive revenue performance.
October 30th at 11am ET | 3pm GMT
For many years, cookies have been the go-to method for marketers to track consumer activity. This third-party data has allowed for marginal personalization of campaigns. However, regardless of whether or not Google delays their usage, consumers are growing weary of being tracked across the internet, often targeted with either incorrect or eerily specific information. Additionally, because third-party data is widely accessible, it offers no competitive advantage for marketers.
Our survey reveals that 61% of CMOs are moving away from third-party cookies, with a resounding 75% shifting budgets toward first-party data, enabling them to build more meaningful relationships with consumers. In the race to capture consumer attention when they’re ready to purchase, first-party data is key to delivering the truly personalized marketing experiences modern consumers expect. However, many brands struggle to collect this data effectively. With around 90% of website traffic remaining anonymous, it’s essential to have the right technology in place to capture email addresses and mobile numbers at scale, turning anonymous visitors into engaged customers.
And this isn’t just an idealistic vision. Almost half (47%) of marketing leaders are turning to identity resolution partners to deanonymize website traffic. This allows them to not only recognize who is visiting their site but also to segment visitors in real time, display personalized offers based on user behavior, and trigger the right message on the right channel at the right time—significantly boosting conversion rates.
Get inside the minds of marketing leaders and secure your spot today. Discover how top marketing executives are succeeding in this rapidly evolving landscape and gain data-driven insights and practical strategies to help your brand thrive.
October 30th at 11am ET | 3pm GMT
