Forbes July 11, 2024
There’s a careful balance between privacy and personalization that marketers must master to create an effective customer engagement and retention strategy. Yet the dynamic digital marketing landscape constantly threatens to overwhelm marketers by presenting new challenges — and opportunities — for them to contend with.
One challenge many marketers face is being able to access and act on consumer data. Big Tech companies like Google, Meta, and TikTok are making it more difficult for brands to form direct relationships with their audience. By creating walled gardens around consumer data, these companies effectively step in between the brand and consumer, making it harder for brands to understand their audience and use this data for personalization initiatives.
At the same time, Google...
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