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TRENDS IN E THIC AL MARKE T ING
SALE SFORCE
A Marketer’s Point of View
One thing that hasn’t changed about marketing is its reliance on effective analytics. But with
emerging tech and increased consumer awareness, marketers are shifting their approach.
Privacy and tech changes are a concern that
marketers are actively tackling now.
There is a
strong bias for action, with many already evolving
their tactics to adjust to these changes.
Although
75% of marketers are still investing in third-party
data, 68% say they have managed to fully define
their strategy to shift away from these sources.
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While some changes require long runways and a lot
of planning, marketing is a constant part of keeping
businesses going — and marketers must decide the
best strategy for today, not just an ideal plan for
tomorrow. Although explicit regulations and robust
data on responsible practices are ongoing endeavors,
marketing can’t pause until these changes shake
out. For marketers, that means identifying and
implementing responsible practices sooner,
rather than later.
Customer targeting is evolving with changing
privacy dynamics, with content as a key component
