Adopt the right identity-resolution strategies to build trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 11, 2021, 2:42 AM UTC

Over 50% of marketers use identity-resolution solutions to encourage consistent omnichannel customer engagement, according to Tapad and Forrester Consulting.

While brands are focused on enhancing ROI, marketing efficiencies, customer satisfaction, and more, many struggle with core identity resolution capabilities. 40% and 33% marketers “agree” and “completely agree”, respectively, that the significance of marketing functions has increased in brands, compared to the past, as per the report.

Consumers count on brands to provide relevant and personalised experiences in real-time, according to 40% who “agree” and 32% who “completely agree” with the statement. Brands can develop powerful consumer experiences by integrating identity-resolution strategies, state the participants.

Two-thirds of the brands intend to use identity to build trust and execute ethical data collection and practices. Brands face challenges like collecting and integrating customer data like behavioural, transactional, preferences, and compliance when implementing identify resolution.

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