As the popularity of ad-blockers and their disruptive potential to advertisers and publishers increase, there is a trend towards personalised marketing and customer engagement that can result in higher revenue and improved brand affinity and loyalty. The challenge for marketers today is how they will leverage this new generation of data to create compelling experiences with customers while also ensuring privacy protection at scale. With specific consent, marketers have an opportunity to build personalised relationships, through real-time, location-based offers, one-to-one marketing according to customer preferences and/or seamless multi-device interactions.
As the popularity of ad-blockers and their disruptive potential to advertisers and publishers increase, there is a trend towards personalised marketing and customer engagement that can result in higher revenue and improved brand affinity and loyalty. In a recent Accenture survey, 73% of consumers said they would prefer to buy from retailers who make their shopping experience more relevant, based on their personal information. With specific consent, marketers have an opportunity to build personalised relationships, through real-time, location-based offers, one-to-one marketing according to customer preferences and/or seamless multi-device interactions.