New Digital Marketing Trends and Solutions in the Works
Publishers may face difficulties in monetising online advertisements with third-party cookies increasing their security levels. But solutions will be in place so that publishers and media owners can utilise first-party data and allow brands to showcase their competitive edge with or without cookie inventories.
Also something to look forward to in 2020 is the growth of data collaboration. This development will help publishers recover ad budget invested in Google and Facebook. A cohesive and mutually beneficial environment is crucial to acquire the spending power that large companies like Netflix and Amazon Prime are now enjoying. The aforementioned companies will be offering premium packages to their loyal clientele in the name of quality customer service and sustainable business models.
Depending on the movement of this collaborative ecosystem, brands will have to be cautious with their budget while still retaining their sense of control.
Consent Will Move Business Models Forward
Data privacy regulations are starting to address loopholes and many business models are under pressure to incorporate privacy legislations into their internal policies and existing security systems. Publishers must value consent as an important aspect of their business model. They should allow consumers to have direct control of their data. If consent was given, they the right to know how third parties are using their personal information.
Pressure regardless, stricter data privacy regulations will propel Internet-driven industries forward. Without a doubt, 2020 will be a year where both consumers and digital marketers will value “consented engagement.”
Privacy and Identity Meet Half-Way
People-based marketing will be anchored on the following concepts: data privacy and transparent, authentic solutions for users. It is unfortunate to know that some businesses are yet to follow through. In 2020, digital marketers and online consumers are eager to turn a new leaf. The unaired consensus is that business relationships forged via digital platforms must be direct, mutually beneficial and built on trust. Moreover, all such transactions shall transpire within the ambit of privacy regulations. All the while, consumers get free access to relevant information on company websites. Last but not least, businesses of any size will make a big difference in their fields if they prioritise data transparency. Giving your clients or customers notice and choice will also go a long way. These qualities will serve you well this 2020. They will help you forge meaningful relationships and dialogues with potential and existing clientele.Source: [1]
