
It’s time for brands to take the highway through the “Great Divide.” A chasm has formed between brands and customers. While cross-channel marketing is possible, it has been rendered significantly more difficult through the sheer number of devices consumers move across when interacting with a brand. And while the goal should be to move quickly and agilely, companies often end up doing the opposite by siloing their data in channel-dedicated teams. If they even think of bringing everything together, marketers are faced with a many-to-many nightmare.
BrightTag’s Joe Stanhope discussed a solution at the recent Digiday Brand Summit in Nashville, Tenn. He advised attendees to think of their first-party data as a commodity and take ownership of it. Then comes a three-phase program: collect the data (social and beyond), contextualize it (what does it mean?) and then do something with it. Above all, leveraging your data should provide more control and flexibility in meeting your objectives.
See video of Stanhope’s full talk below.
Tech Talk With brightTag from Digiday on Vimeo.
More from Digiday

Meta’s Threads ads arrive fast, but advertisers move at their own pace
Threads ads are here, and so is the predictable wave of testing.

Privacy fatigue is setting in after Google’s cookie U-turn. But the search for alternatives hasn’t stopped
Third-party cookies are still widespread but they’re no longer foundational. The shift is already underway, it’s just no longer waiting on Chrome.

As Patreon and Substack enter the mix, the livestreaming landscape is dividing creators
Platforms’ livestreaming push has highlighted an underlying divide in the community of livestreaming creators.