74% of marketing leaders are concerned about privacy changes
Posted: Tue Jan 21, 2025 5:13 am
Due to uncertainty about changing privacy regulations, 82% of leaders are actively preparing for this new scenario.
The data comes from the annual email benchmark report, developed by SparkPost, which included 224 email professionals and 2,000 marketing leaders.
The research aimed to analyze how these experts intend to readjust after two years of the pandemic and which digital marketing strategies they will use to accelerate connection with their main audiences.
Privacy-related changes and challenges
The cookie-free future, expected in 2023, and the many changes to privacy policies are in the spotlight right now. The pressure to revamp marketing processes and data strategies is top of mind for marketing leaders.
In addition to leaders, email marketers are also bulgaria whatsapp data apprehensive about these changes, with 72% of them saying they are concerned about the impact they may have on their ability to perform.
The main concerns cited by interviewees are:
fear that current digital marketing will become unusable in the future;
the need to overhaul their systems;
the need to redo everything from scratch.
Both regulations and changes in consumer behavior are having short- and long-term implications for businesses. With new perceptions about data sharing and use, consumers expect brands to invest in their own marketing channels.
The importance of email
During the pandemic’s heightened social isolation, consumers turned to email to receive reliable information from the brands they followed. 95% of marketing leaders said they saw greater alignment across all of their company’s marketing channels, something that was unusual in previous years when email professionals were considered “siloed” from the marketing department.
Compared to 2020, there was an increase in the number of leaders who identified a positive impact caused by email actions in 2021, from 58% in 2020 to 76% last year.
The main reason for this growth is the ease of investing in brand strengthening, through a profitable channel for companies and convenient for consumers, since they give up this communication space to brands.
Trends for 2022
In 2021, 63% of companies reported that their budgets and priorities reflect pre-COVID levels, indicating a strong economic recovery. However, they are also aware of the potential impacts of privacy changes. At this time, brands are investing in more alignment across marketing departments, pursuing robust data practices, and bolstering their content arsenal.
Does your company already use its own channels to communicate with consumers? This data shows that, despite the emergence of new communication channels, email marketing is still relevant. You need to use this resource to educate and guide your leads until the moment of purchase.
The data comes from the annual email benchmark report, developed by SparkPost, which included 224 email professionals and 2,000 marketing leaders.
The research aimed to analyze how these experts intend to readjust after two years of the pandemic and which digital marketing strategies they will use to accelerate connection with their main audiences.
Privacy-related changes and challenges
The cookie-free future, expected in 2023, and the many changes to privacy policies are in the spotlight right now. The pressure to revamp marketing processes and data strategies is top of mind for marketing leaders.
In addition to leaders, email marketers are also bulgaria whatsapp data apprehensive about these changes, with 72% of them saying they are concerned about the impact they may have on their ability to perform.
The main concerns cited by interviewees are:
fear that current digital marketing will become unusable in the future;
the need to overhaul their systems;
the need to redo everything from scratch.
Both regulations and changes in consumer behavior are having short- and long-term implications for businesses. With new perceptions about data sharing and use, consumers expect brands to invest in their own marketing channels.
The importance of email
During the pandemic’s heightened social isolation, consumers turned to email to receive reliable information from the brands they followed. 95% of marketing leaders said they saw greater alignment across all of their company’s marketing channels, something that was unusual in previous years when email professionals were considered “siloed” from the marketing department.
Compared to 2020, there was an increase in the number of leaders who identified a positive impact caused by email actions in 2021, from 58% in 2020 to 76% last year.
The main reason for this growth is the ease of investing in brand strengthening, through a profitable channel for companies and convenient for consumers, since they give up this communication space to brands.
Trends for 2022
In 2021, 63% of companies reported that their budgets and priorities reflect pre-COVID levels, indicating a strong economic recovery. However, they are also aware of the potential impacts of privacy changes. At this time, brands are investing in more alignment across marketing departments, pursuing robust data practices, and bolstering their content arsenal.
Does your company already use its own channels to communicate with consumers? This data shows that, despite the emergence of new communication channels, email marketing is still relevant. You need to use this resource to educate and guide your leads until the moment of purchase.