Modern browsers have implemented policies that inhibit data collection through cookies. Businesses must focus more on getting customer data through offline channels. Offline and real-world data have long-term value, compared to being overly dependent on online behaviors. Modern technology has enabled businesses to gain meaningful insights through offline data. The recent shifts are good for marketers because they can gain powerful insights with the shift towards collecting offline data. Onboarding new customers has been made easier for marketers through offline channels.
Key Takeaways:
- There will be a shift towards getting data offline from real people and understanding how they behave.
- The reliance on cookies has made many marketers ignorant about the value of gathering offline data.
- In the early days of digital marketing there was a larger focus on gathering real time data.
“Anything that wasn’t derived from online sources and therefore had to be onboarded before it was then matched to cookies was met with dismissal.”
Read more: https://www.clickz.com/new-browser-policies-shift-the-value-to-offline-data/
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