The Consumer is More Than a Participant - Deepstash
The Consumer is More Than a Participant

The Consumer is More Than a Participant

Through personalized data gathering companies hope to connect with their audience in more relevant ways. Due to the changes in consumer behavior, brands are shifting towards a conversation-based approach.

However, with the introduction of AI-based technologies comes the eagerness to automate consumer processes. Brands should be careful in using this approach because automating all processes can take away the dynamic and responsive aspects of marketing that consumers have come to value

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MORE IDEAS FROM Four Trends Driving the Future of Consumer Identity

The walled garden ecosystem is growing rapidly as big players such as Amazon anf Facebook erect walls to protect their data and assets. Walled garden are disruptive to the future of data-driven advertising because they block the gathering of data from any outside advertisers.

For publishers and marketers to survive this large-scale shift of content to closed ecosystems, companies need to improve their first-party data and bolster their direct relationships with consumers instead of relying on platforms such as Google and Facebook to connect them.

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Consumers have been standing up to demand more fairness and transparency for their privacy online. Browsers and device manufacturers have also been on the same page.

Companies should keep in mind that traditional use cases for third-party cookies won't simply disappear, but will instead evolve. 

By maxing out the value of first-party data to effectively personalize experiences for consumers, brands will be in better position to ride out these changes and evolve with the industry.

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Brands need to take a proactive approach towards data privacy in order to avoid serious consequences. 

Identity and consumer privacy will continue to be a major theme across the industry therefore companies should combine data-driven identifiers with creative automation platforms so that they can set themselves for long-term success

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RELATED IDEA

Brands aim to be more gender inclusive

Today, many brands are acknowledging a need for gender fluidity in cosmetics; this means cosmetics brands can market to an entirely new demographic, resulting in an increase in sales).

Historically, makeup was never something associated with gender in the first place. In Ancient Egypt, for example, the use of eyeliner and other cosmetics was a sign of wealth—usually one that men donned to signal their status to passerby’s and strangers. In more recent history, people in the LGBTQ+ community have always used makeup as a way to connect with femininity and identity in a way they could not without it.

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Old truth: Marketing begins with knowing your customer.

New truth: Marketing begins with knowing your customer segment.

That means truly understanding the situation on the ground, country by country, state by state, zip code by zip code. For some businesses, such as banks, restaurants, or retailers, it may even mean tailoring communications store by store.

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  • Podcasts were originally thought of in 2005 by Apple as a way to increase content in their iPod devices and the iTunes software.
  • Steve Jobs pitched podcasts as ‘TiVo for Radio’, audio content that could be time-shifted to listen anytime.
  • Apple wanted to entice its customers by offering a huge amount of free audio content but could only manage a niche audience at that time.
  • Later in 2014, the purple podcast icon on Apple devices became the default way for people to consume audio content, leading to tremendous audience growth and the resurrection of podcasts as a medium.

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