Gather data via collaborative marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 14, 2021, 1:39 PM UTC

The Chief Marketing Officer Council and Evocalize’s recent report highlights how collaborative marketing can augment digital-marketing efforts.

Businesses like CPG suppliers, financial firms, local businesses and more can benefit greatly from data-driven digital marketing revolution. Nearly 60% of marketers discovered inconsistencies and granularity in consumer insights, while 36% don't have the data to understand or predict their customers' demands.

Collaborative marketing allows for business and customers to develop a relationship at a local level, something that customers desire. Moreover, with collaborative marketing using AI and machine learning, brands can deliver personalised experiences to consumers quickly.

Also, with COVID-19 accelerating the adoption of digital channels, brands can leverage collaborative marketing to gather consumer data, without third-party cookies, from these channels. Matthew Marx, CEO at Evocalize, says collaborative marketing affected all the partners involved “in a rare win-win situation.”

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