I’m thinking about massive shifts in the industry, mainly because of changes in consumer behavior but also because of new regulations and concerns—for instance, the multiplication of engagement channels for people to communicate with brands and the increased fragmentation of media consumption across multiple platforms and devices. There’s also the ever-growing desire for personalized experiences, the request for more privacy, and the looming future of a cookieless internet.
What Is Identity Mapping?
Identity mapping is gathering customer phone number list data and building consumer profiles that help marketers understand individual consumers as well as the best way to reach them across different devices. Doing that would allow marketers to overcome the limitations of targeting ads to devices or cookies and engage with each individual wherever they might be.
The Challenges of Identity Mapping
If you’ve been reading closely, then you when you want to may have already deduced the challenges that lie in identity mapping. First and foremost, the current business climate has made people very protective of their privacy. Hence, there’s a growing concern about the collection and use of personal data. While you can argue that an opt-in policy can be enough to appease these worries, the reality is that people aren’t so willing to give away their personal information.
Regulations surrounding data collection
Storage might have come a long way over loan data the last few years but the reality is that they are still evolving. This means that identity mapping will have to evolve as regulations mature and introduce more controls. This is a key challenge, as regulations can come from different governments and organizations, which can complicate the scenario for marketers trying to develop people-based marketing.
