When questioned about the advantage of Digital marketing over traditional mediums, even a beginner will answer ‘bull’s-eye targeting’ as a crucial component. But what will happen to such marketing tactics if the appropriate base data is not available, given that the cornerstone of Digital marketing is data?
Now that data is pinpointing the target, brands are behind customers, pitching products regardless of whether they need them or not. When data is not accessible, the tables will turn. How can a customer in need remember a product? The brand must create memories and unforgettable experiences for people to recall.
Data protection laws will become even more stringent – a recent amendment passed by the parliament includes strong regulations for handling Digital data. Brands may be concerned about their ability to comprehend consumers’ behavioural patterns, interests, and targeting as a result of this.
As we get closer to a cookie-less world, it’s time to rethink Digital advertising without third-party cookies. According to reports, Google plans to phase out third-party cookies in Chrome by 2024. Moreover, third-party cookies have already been disabled by default in web browsers such as Safari and Firefox.
While the restriction on data collection may be an obstacle, it will also provide a unique opportunity for businesses to create even more memorable, impactful, in-depth branding, and immersive experiences.
As creative imagination takes the lead, marketers must focus on engaging experiences. This change enables advertisers to experiment with novel storytelling, immersive experiences, and emotionally relevant storylines in order to reach a larger audience and make the brand more memorable and shareable. Some pertinent steps that brands must take -
Immersive experiences with empathy – By studying deep consumer habits and choices, brands can create immersive experiences that cater to a wider segment of those they are targeting. These empathic experiences are likely to leave an impact because they reveal a brand’s genuine purpose and care for its customers’ interests.
Enhanced and engaging storytelling – With the power of technology, brands may rely on compelling stories that resonate at a human level. Storytelling has the ability to create an emotional bond between a brand and its customers. Brands may create memorable and immersive experiences by creating stories that elicit emotions and match consumers’ beliefs, leading to greater brand recall.
A visual identity that is memorable – Brands may be compelled to rely on creating an unusual and distinctive visual identity. Consistent colour schemes, a distinct font, and visually appealing design elements can leave a lasting impact on customers’ minds, thus ensuring that the brand stays recognised even in the absence of customised data.
Two-way engagement – Brands can shift to immersive strategies that appeal to a larger audience. Immersive experiences and user-generated engagements can stimulate active participation and unforgettable experiences. It has the potential to captivate people and solidify the brand in their thoughts.
It is evident that data scarcity will reclaim the art of storytelling. Brands should practice the craft of storytelling, creating emotional and intellectual narratives that build closer relationships with their consumers. What is needed now is a unique emotional proposition (UEP), not a unique selling point (USP). With technology, the end user can expect an experience that is much more immersive.
