by Chris Celletti
Nearly three-quarters of digital media is now addressable, and that’s expected to rise to 80% by 2025. However, data security and privacy concerns have become a key point for consumers, with the Apples and Googles of the world enacting many changes geared towards protecting personal data.
The result? It’s become more difficult to measure and onboard audiences at the scale needed to activate brand relationships, and that hill is only getting steeper from here. This requires a mindset shift, prompting a new focus on empowering consumers through consent and rewards. This new climate of security and privacy may seem like a threat to marketing, but instead it’s a major opportunity for brands to improve the effectiveness of their marketing and build better relationships with consumers.
Our latest episode of Ogilvy On is an in-depth discussion on the new world of marketing in a data-secure world, featuring expert opinions and insights from Carla Hendra, Global CEO, Ogilvy Consulting; John Roa, Founder & CEO, Caden; Krystal Olivieri, Global Chief Innovation Officer, GroupM & Choreograph; Amarachi Miller, VP of Product, Caden; and Michael Lampert, Global Marketing Data Lead, Mondelēz. Amongst other topic areas important to data and consent, the session focuses on:
- Why new regulation doesn’t mean giving up the idea of the Golden Record, cross-screen attribution, or hyper-targeting.
- How data portability won’t hurt your business; it’s the only way to stay ahead of your competition.
- How direct, informed, and explicit customer involvement is crucial to creating more effective relationships and creating significant value exchanges.
- Learning how to trust and give control back to your customers.
Also, check out our three-part series on data and consent here.
Chris Celletti is the Global Editor for Ogilvy and is based in New York. He joined the agency in 2012.
