We are in the midst of a great flux for marketers. Merely a few years ago, the brand and customer relationship used to be a little more straightforward. Detailed and convivial buyer personas would be crafted, CRMs loaded with masses of aggregated data sets, and if they so wished, marketers could still claim humble successes from spray-and-pray philosophies.
But then came the Cambridge Analytica scandal, privacy legislation popping up in all corners of the globe, and with it the epiphany that much of this data that had been collected and purchased from third-party vendors was imprecise, stale and useless.
Fast-forward to the back-end of 2021, and the privacy era still rumbles on. With the eye-watering realization that 66% of consumers feeling ads based on tracking behavior are creepy, not cool, Google has finally cemented plans to comprehensively curtail third-party cookie tracking within the next couple of years, with Firefox, Safari et al. scrambling to follow suit. Apple is offering customers the ability to easily opt-out of being tracked by advertisers, essentially killing off