Online Marketing: When the Cookies Crumble
3. Focus on improving the customer experience—from the customer's point of view. This is the most important take-away of all: Marketers simply must focus on using consumer data to address genuine customer needs in ways that can inspire and delight the customer. Otherwise, rising concerns about privacy will continue to affect the tools and technologies we use to gather and analyze this data in the first place.
It's a matter of striking the right balance—tempering the capabilities unlocked by online data with measured judgment about what is interesting, appropriate and exciting for consumers. If marketers adhere to this principle when using data and technology, no one will miss third-party cookies.
Keith Johnson is general manager, interactive, for Richardson, Tex.-based database marketing and digital advertising services provider KBM Group. Reach him at email@example.com.