New industries will emerge to help marketers with CCPA’s compliance.
CCPA will come into effect on 1 Jan 2020, and US businesses will be subjected to stricter privacy regulations for the first time in 2020’s holiday season. California residents could then legally demand to have their personal data “forgotten”, leaving marketers with less effective consumer-targeting options.
Given the smaller consumer pool due to opt-outs, marketers are likely to resort to traditional media options like direct mail, print and hyperlocal OOH, which have been updated with modern targeting technologies. Expect brands to aggressively invest in loyalty programs focused on mobile experiences for continuous and location-specific engagement.
Marketers will also need to be more “sophisticated in rationalising customer acquisition costs against lifetime value”. New roles within the enterprise will combine currently separate functions to find new solutions to existing processes.
[2 minute read]