How to Clean Up Your Marketing Stack, Pre-GDPR

| May 15, 2018

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In its most simple form, marketing is the promotion of a product. While this has never fundamentally changed, the way in which the promotion process takes place adapts and evolves constantly. A large part of this is utilising platforms, tag-management systems, and data-management software to help plan and execute a meticulous strategy. When combined, these come together to form a marketing stack. With GDPR edging closer to its compliance enforcement date of 25 May, it is important for marketers to look not only internally at their own procedures and handling of personal data, but to also critically analyse their marketing technology stack with GDPR in mind, writes Ian Woolley (pictured below), chief revenue officer, Ensighten. According to Gartner, 2017 was the year CMOs were set to overtake CIOs in terms of technology spend, indicating that the marketing department is going through intense digital transition. With the mass adoption of digital performance marketing, data has been positioned as the vital resource used by marketers and their martech stacks. GDPR brings the proposition of higher value data and increased transparency between organisations and their customers, but only if the necessary attention is given to compliance, consent, and transparency. Ensuring your marketing stack is GDPR-compliant should be a critical mission right now.

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OTHER ARTICLES

How to Ace Your Restaurant’s Local Marketing Strategy

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Article | August 13, 2020

The Coronavirus pandemic brought an old realization back to businesses – The devil is in the detail. As stores shut and opened tentatively, Amazon’s delivery cycles stretched and returned, and brands reconfigured production-supply chain combinations several times in a span of months, one thing was clear – staying strong and emerging through the current chaos would require close attention to details on a real-time basis: Where is the demand moving? What’s my inventory? What are my operating costs and profit margins on one channel vs. another? What are my buyers’ other options right now? How do I optimize digital assortments? What are the new and emerging customer needs? And amid the chaos, another thing became apparent to brands – they needed a robust digital strategy to not just drive through this crisis but to thrive in the emerging world. Driven by lockdown restrictions and the desire for safety, more consumers have moved online. 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Article | August 13, 2020

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2020 Is the Year of Digital Omnichannel. Here’s What You Need to Know

Article | August 13, 2020

It seems like just yesterday that the customer service industry began transitioning from a multichannel to an omnichannel mindset. It was a shift backed by data—lots of it. According to Marketing Week, 15 years ago the average consumer used two touchpoints when making a purchase and only 7% regularly used more than four. Today, consumers use an average of almost six touchpoints with nearly 50% regularly using more than four. But, a mindset shift is only part of the equation. For years, many companies struggled to cobble together the best customer experiences they could. They were sold on the idea of omnichannel engagement, but their operations didn’t back it up — what use are all the channels in the world if your customer’s story and data are kept in silos? Cut to everyone heralding the premature death of omnichannel. New buzzwords came out like “channel-less” and “harmonized retail” (for real). 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Deadline Advertising Pvt. Ltd.

At Deadline, its a fairly volatile bunch out there. We think that our HR teams criteria for recruiting talent is to pick Domain Experts with a wee bit of madness in them. The Output is great, of course, but the atmosphere - VOILA!!!

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