The times they are a-changin’. With the rollout iOS 14.5 and Google’s deprecation of third-party cookies on Chrome, marketers have had to navigate rough waters when it comes to handling consumer data. On the one hand, nearly nine in ten (87%) Americans say they will stop shopping with companies they don’t trust with their data, and 86% have tried to erase their online footprint, according to Wunderkind’s Marketer’s Guide 2023.
On the other hand, consumers still demand a personalised, optimised shopping experience, with more than half (66%) expecting companies to understand their needs, and the vast majority (82%) expecting retailers to accommodate their preferences, as revealed by Hubspot.
Data plays an essential role in partnership marketing. Not only does it contribute to a more streamlined, personalised customer journey, it assists with attributing commission and building more accurate campaigns. How can marketers cope as such vital fuel will soon become like gold dust?
Hello Partner! Want to read more?
Register for free to become a member and enjoy reading the rest of this article.
Sign up now
Already have an account? Sign in
