The first panel discussion at Riga Comm 2022’s Digital Stage was a future-looking session that tabled the challenges & solutions in a cookieless world. Moderator LeverUP’s Daria Nemchonok kicked off the discussions by how privacy & personalisation can coexist in a cookieless world.
The combined forces of privacy & personalization are compelling brand to rethink how to manage their customer experience. As the pandemic triggered the turning point in consumers’ digital shift, consumers expect brands to know who they are and what they need.
However, increasing privacy regulation around the world is posing an all new challenge. The EU’s General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA) and beyond are coming in the way of brands understanding their consumers. Big tech players such as Google, Apple and Mozilla are getting on board, abandoning the third-party cookies that enabled them to track consumer behaviour across the internet for years in the name of protecting the privacy of online consumers.
Empower Consumers To Choose
Märt Jõesaar, Consulting Head of Baltic and Nordic Markets, LeverUP termed this as “an great opportunity for marketers to speak to their consumers with the right messages on the right channel.”
“AI and technology are always better listeners, hence they must to utilised to bring value while empowering the consumer to choose,” he added.
Build Consumer Trust
Alexander Lohse, Next generation Martech professional said that “since the drive to great consumer data is unstoppable, brand must foster consumer trust while ensuring maximum utilization of personalized data.”
Adding that “seeking consent is the first step towards building trust, he said that “brand must encourage customer participation in this dialogue such that the consumer voluntary understands the need for the brand to collect their data and analyse it for a better consumer experience.”
Leveraging The Power Of First-Party Data
“Our challenge is how do we use the first party data, that we already have, the right way to ensure customer privacy is respected while personalising their needs as well,” said Maarja Kaalep, CEO, Mindshare Estonia.
“It is time to understand how we must source and use our own data that use a privacy-first approach for data collection and handling,” she added.
Unifying Physical & Digital Data Is The Key
“We must learn how to unify physical and digital data of consumers across digital platforms,” said Andrus Kiisküla, Head of Group, Digital Marketing & Analytics, Tallink Grupp
“We must build a customer-centric approach with first-party data strategies to ensure we are engaging consumers with personalized and dynamic digital experiences,” he added.
Trust Will Be The Single Most Important Driver
Vytautas Valantavičius, Baltics Lead, Salesforce added, “Trust is the single-most important key factor in a cookieless world. If privacy of consumers is respected and taken positively, brands can collect high-value, good-quality data by proactively making consumers a part of it.”
The panel discussion was held during RIGA COMM, an annual business and IT industry fair and conference event in the Baltics held at Latvia.
