Consumer Identity: The Key to Personalized Creative/Content in a Direct-To-Consumer World

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A recent McKinsey study shows a leap in e-commerce during Q1 of 2020, replacing physical channels: U.S. e-commerce penetration saw 10 years’ growth in three months. During this coronavirus pandemic, consumers have had to adapt to online shopping as physical stores are being shut down and then reopening only location by location. As a result, the strategic shift of large consumer goods, CPG and retailers to be digital-first fuels the upward trending of direct-to-consumer selling and e-commerce marketing. Now more than ever, consumer identity has become the focus of personalized e-commerce marketing. Why?

Digital marketing today relies on cookies for almost all targeted advertising, personalization, retargeting, measurement, and attribution. Most major browsers such as Apple Safari and Firefox have blocked third-party cookies and fingerprinting, and Google has announced this intention. This limits brands’ ability to personalize product promotion and drive sales to their online stores. In a world where consumers do not all see privacy the same way, brands selling directly to consumers must not only communicate with relevant messaging (interest in specific product models, colors), in context (is there a curbside pickup at this store location), but also from a privacy-first approach across different channels. Clearly, a one-size-fits all marketing approach cannot be effective. In this session, you — the brand — will learn how to leverage consent-based consumer identity for precision marketing: serving the right content to the right person in the right place and the right moment.