Privacy, AI, customer relationships: top priorities for brands in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 3:51 PM UTC

Privacy regulations, the cookies exit, and scrutiny around the big tech’s approach to data collection are set to dictate brands’ business decisions in the coming year.

Developments like the privacy updates associated with iOS and Safari are changing the way how brands measure their audiences as well as consumers’ perceptions and preferences around privacy. To align with these evolving consumer needs and the latest privacy regulations, brands need to collaborate with more trustworthy partners and implement robust technology that ensures law compliance.

AI-powered solutions will make headways in several industries, like auto and health, to automate processes, enhance CX and optimise data analysis. But, brands will also compete for an already scarce talent pool, particularly for data analysts, given the increased significance of data analytics.

Businesses will also prioritise first-party and zero-party data collection to combat the cookie exit. Additionally, more brands will build first-party relationships with customers to better understand their target audience, their motivations and interests.

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