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.
More from Digiday
At the Las Vegas Grand Prix, Mastercard joins a pack of consumer brands flocking to Formula One
For marketers looking to align their brands with F1’s expanded appeal to audiences, the Las Vegas Grand Prix is providing a slip road into the sport.
News publishers may be flocking to Bluesky, but many aren’t leaving X
The Guardian and NPR have left X, but don’t expect a wave of publishers to follow suit. Execs said the platform is still useful for some traffic and engaging with fandoms – despite its toxicity.
Buying with bots: AI search raises the bar for tailored shopping and transparency
AI search platforms like Perplexity and Amazon are adding new ways to shop, but where do the generated recommendations come from?