DIGITAL & MARKETING RETAIL IS UNDERGOING A DATA REVOLUTION
The world of Data and Digital continues to evolve under constraints in a post-COVID context that has questioned or disrupted consumer behaviors and trends once considered a given.
The recent social events in China at the end of December 2022 show that the COVID-related health crisis is not entirely over. Its socio-economic impacts are still being felt throughout the customer relationship chain and marketing processes.
The upheavals in the Data Marketing market anticipated in 2022 have proven to be accurate. It is observed that they are intensifying, and the transformation of the Data Marketing market is accelerating.
We continue to observe an increasing use of CRM to differentiate and strengthen customer loyalty, along with Marketing Automation, Martech, and an inclusive approach, all in a context of significant shifts in consumer behavior. Customers are more attentive and sophisticated regarding the use of their personal data. The inflation of marketing data volume remains a current issue.
There is a growing demand for more commitment and responsibility from companies or brands. At the same time, there is a desire for less individual targeting. People are more hesitant to share their personal data, even in a context of data monetization.
Retailers, brands, and companies must optimize the management of first-party data, fueled by the ongoing strong growth of digital applications, particularly in e-commerce. They are faced with the challenge of finding ways to target their customers and prospects more effectively without relying on cookies, in an environment where Retailers are becoming data providers alongside the GAFAM.
In our study, we present the major trends in Data Marketing for 2023. These trends shed light on how retailers, brands, and companies are reshaping their strategies and revolutionizing Data Marketing.
Data Marketing, its infrastructure, and its ecosystem are closely tied to the explosion of digital advertising, which relies heavily on the use of cookies. With the impending removal of third-party cookies, first-party cookies and emails are at the heart of the new addressing solutions to be developed, along with the definition/harmonization/industrialization of new concepts such as universal web identifiers.
Major web players are developing their own Data Marketing strategies, driven by regulatory constraints but not always with complete transparency. They are advocating for targeting internet users through ‘cohorts’ and setting timelines, as seen with GOOGLE’s ‘Privacy Sandbox’ project.
For many sectors, particularly in Retail, this entails a significant upheaval in their approach and tools for Data Marketing.
In one word: catalyzing a new Data revolution for a cookie-third-less environment.
To comprehend these disruptions, CAT-AMANIA’s experts, Franck Archer, Director of Data & AI, and Maxime Gourloo, Manager of Solutions/ Digital Experience Expert, present to you the major trends in Digital and Data Marketing for 2023.
You can download our whitepaper on the subject using the link below: