Join us to hear more from Jeremy Goldman, eMarketer principal analyst at Insider Intelligence, as he covers the top trends in the CX world that winning brands will embrace in order to stay ahead. Click here to reserve your seat.
2020 was all about survival. Marketers had a scant moment to take stock of what they were doing and reprioritize. For many brands, 2021 will be the year where that critical evaluation will occur, and as a result, brands will reinvest in anything that allows them to own and strengthen the direct customer relationship rather than going through intermediaries.
Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty of) advertising.
Here are a few ways successful brands will double down on owned channels and first-party data in 2021:
Strategies to leverage first-party data is just one of five trends we’ll discuss at length in our upcoming live Meet the Analyst Webinar, “5 Customer Experience Trends to Watch.”