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Digital comms: Less than half of marketers following data collection laws
Marketers are well aware of the laws around data collection, processing, and protection with 75% claiming to understand them; however, just 45% agree that they are actually following those laws, a deeply concerning gap that reveals where marketers need to skill up ahead of a more privacy-conscious internet environment in the coming years.
This is according to a YouGov survey of more than 500 UK marketing professionals, commissioned by fifty-five, a data consultancy.
Why it matters
Marketers operating outside the law should be a concern to the whole industry, as it threatens to further consign the discipline to a field for amateurs. What’s worse is that as an internet that will become far more reliant on first-party data, which is valuable because of the demonstrable consent given for companies to use it.
On this front, the finding that just 24% of respondents are developing alternative plans for targeting post-cookie should spur a change.
The YouGov survey found the following:
75% of marketers are aware of data collection laws, but only 45% are observing them.
38% say their customers were unable to opt in or out. An embarrassing 16% say they simply don’t know.
Just 24% are developing alternative plans for targeting once browsers sunset the cookie. A further fifth haven’t yet started but are aware that they need a plan.
Worse: 33% of marketers say they have no intention of doing so.
Individual sectors are behaving differently: 38% of IT and telecoms firms are prepared or preparing for the new landscape, as are 31% of media and marketing firms.
Retail, however, is lagging despite support from CEOs and senior management. Under a fifth (19%) have a post-cookie strategy, despite frequent digital communications being typical in the sector.
Time to build new skills
The number one concern was the team not having the skills in-house to develop and implement a robust digital strategy (17%), followed by whether the team's skills are now up to date and relevant (15%) and an inability to accurately measure activity (15%).
“It is a legal requirement to have a consent management tool in place and yet a majority of marketers either don’t have one or are confused about what this means. It is also imperative that marketers have a plan in place for how they can target customers in the future with the end of the cookie in sight” - Richard Wheaton, MD of fifty-five.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。