Marketers consistently rank email as the “single-most-effective tactic” for raising brand awareness, lead acquisition, conversion, and retention. According to an Adobe study from 2018, “60% of customers … prefer to be contacted by brands via email.”
But what if “they” — starting with policymakers in this country — took the extreme step of mimicking Europe, eschewing third-party data collection and use, destroying all of the free content such data transfers pay for, and effectively put today’s open Web behind pay walls and data walls?
It’s not just policymakers who are trying to figure out how to act on consumer sentiments toward data privacy. We all, overwhelmingly, want it — business and consumer.
Two weeks back, two hearings in Congress were held about a possible forthcoming new federal data privacy law for the United States. Some of the testimony included fascinating insight.
Marketers were given an early Thanksgiving: a recognition by the Federal Trade Commission that “data” is indeed the fuel of the digital economy, and that most consumers are pragmatic toward how data, and data-driven marketing, finances the online content they rely upon and enjoy.
Inertia is a terrible thing. In marketing and beyond, inertia breeds complacency. It defeats initiative. And often leaves us stuck in life and work situations that very much prevent progress.