The world of Martech (marketing technology) is developing at a breakneck pace. Marketers can bearly keep up with the rate at which new technologies and solutions are coming into the market. From video & audio to AI, the Metaverse, Web3 (crypto) and the rise of marketing fortresses (think Amazon, FB, Tiktok, Instagram), competition for eyeballs and consumer dollars is stiff indeed. But the word that is likely to rise to the top of the priority pyramid in 2022 is undoubtedly Privacy.
Whether you are an advertiser or a consumer, we’ve all been there. We’ve signed up for a newsletter with a company we like/trust or want to buy from, and the next day we get emails from companies we’ve never even heard of, using personal information we never gave them. We don’t like it. Or you want to buy some coffee pods for your morning cuppa, but in turn, the sales lady needs your cell number, ID etc. WHAT?? That’s too much information. We don’t like it. Each year we grow more and more suspicious, and every time we hear about a data leak or a hack, our trust goes down even further.
Because of the way data has been treated in the past, consumers have become angry, confused and suspicious. We want a personalised experience without personal infringement. This will be the biggest challenge for marketers in 2022. Marketers need to be or become mini data scientists in today’s tech-driven world. They must be prepared to invest and get the right tech in place to develop its first-party data (the data a customer shares with you directly). Customers want brands to have this data and want them to use it to personalize experiences. They don’t want brands to share it with others.
Of course, there will always be those who won’t share data at all. For that, mass personalization is still a viable strategy: tailoring experiences, content, ads, and products to known segments of consumers. That delivers a “personalized” experience feeling without requiring the data that true personalization requires. Delivering it successfully demands new skills, however.
There is no doubt that marketers have their work cut out for them. The focus will need to shift towards building their own audiences and communities and embracing new types of data using intent-based solutions. As we head towards more privacy-focused advertising, contextual targeting has become one of the main viable ways to reach a target audience, and thanks to technological advancements, the solution has become much more scalable. Those who do the best job at integrating these contextual tools with the entire programmatic ecosystem will ultimately be the most successful.
The Publisher Management Team