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jebin khatun
03 août 2022
In Discussions générales
We’ve all experienced this as consumers, opting into a product we have a genuine interest in, then bombarded by irrelevant or unhelpful promotions until we opt-out. GDPR—and other legislation around the world—looks to hold us accountable to higher standards in all aspects of digital communications, especially in how we profile our prospects and customers. It’s certainly had an impact on marketing teams, upending some marketing functions, and causing varying levels of confusion and confidence issues – but more importantly, it’s created a clear inflection point for marketing teams. Marketing Is at a Crossroads Our research study revealed two cultures emerging among the organizations we surveyed—those with a marketing-first culture, and those which are legal first. High-performing marketing teams have moved beyond compliance (legal-first) to truly adopt a marketing-first mindset. They’ve shifted their priorities towards customer experience, customer insight, reducing email volumes, removal of cold leads, and Italy Phone Number List similar with 34% having already made these changes. As you sit at this same crossroads within your own organization, it’s important to note that those companies with a marketing-first culture are thriving. Within these teams, GDPR is driving business transformation, as executives report generally positive feelings about the upcoming data privacy legislation. Nearly a third are already boasting full GDPR compliance (32% according to our study.) Tactically, this means it’s time to put the days of “buying a list and sending some email” behind you—we’ve all had this request and it’s a waste of time and money. We’re better than that. Put value (to the consumer) over volume (of impressions, emails, ads, etc) and don’t allow a heavy focus on compliance to weaken your CX efforts. The Consumer Confidence Dilemma Compounding the issue is a conflict between our confidence as marketers and our consumers’ wariness. Buyers are increasingly skeptical about businesses storing their data, and trust issues are widespread.
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