Look to build first-party engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 20, 2021, 3:18 AM UTC

Improve customer service experiences to enhance consumer lifetime value and build loyalty.

A report published by Flurry Analytics, a Verizon Media subsidiary, found that 96% of users choose to opt-out of Apple’s App Tracking Transparency update (ATT) in iOS 14.5 devices. This overwhelming rejection of app usage tracking indicates how consumers feel about being tracked and effectively is a rejection of the “surveillance” advertising model.

Instead of relying on surveillance techniques, brands should integrate creativity in their marketing methods to attract prospects’ attention. Creating first-party engagement strategies on social media channels and demonstrating creativity through user experience (UX) and ecommerce experiences could help brands grow.

The launch of Gucci Garden on Roblox, exemplifies how luxury brands could interact with customers. Brands should transparently and directly communicate with consumers to build authentic relationships and trust.

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