Monthly Brandtech Blend – February-March 2022

Home Blends & Trends 22 March 2022

What’s happening in the brandtech ecosystem?

Read the latest on IAB Europe vs EU Data Protection Authorities; discover how neuroscience can help CX optimization; get advice on how to tackle shifts in consumer behavior in times of crisis; get advice on how best to use different social media platforms to avoid user scrolling.

IAB Europe in trouble with GDPR

The digital advertising trade association, IAB Europe, is facing scrutiny following a possible violation of GDPR, which requires advertisers to obtain users’ consent to be tracked. Ironically, the system IAB Europe introduced to allow personalized ad distribution to be compliant with the law – the Transparency and Consent Framework (TCF) – has been deemed inadequate by EU data protection authorities.

Following the legal proceedings initiated by the Belgian Data Protection Authority, it was found that IAB’s pop-up consent system lacked transparency, making it difficult for people to understand exactly what they were consenting to. In addition, it did not ensure the security of personal data. As a consequence, data collected by TCF will need to be deleted.

Though this is bad news for the online ad industry, it provides marketers with an opportunity to improve their consumers’ experience, starting with a transparent collecting of first-party data.

Read more in The DrumAnd to get IAB Europe’s CEO Townsend Feehan’s take on the matter, check out this Digiday article.

Putting neuroscience at the heart of CX

While data science provides us with the ‘who, what, where and when’ of customer behavior, neuroscience and behavioral psychology can give us the ‘why’, according to Simon Collister of Unlimited’s Human Understanding Lab. Neuroscience can help brands further optimize their customers’ journey in order to gain a competitive advantage by deep diving into consumers’ choices. 

Did you know that optimizing customers’ senses with multi-sensorial experiences can increase sales by up to 10%? Identifying the real subconscious triggers that influence consumers’ decisions can be done using the neuroscience technique of reaction time testing (RTT), which measures the speed of a consumer’s reaction to a particular trigger, which is a useful tool to optimize the customer’s journey.

Read more about how brands can leverage neuroscience and behavioral science to create an optimal customer experience in The Drum article.

A guide for media strategists faced with a shift in consumer behavior in 2022

Marketers are facing major challenges in 2022. Between a resurgence of inflation and the consequences of a global pandemic, brands need to step up and challenge the short-termism marketing approach.

What may seem to be trivial or self-evident, such as shifting consumer behavior predictions, should not be ignored by marketers. Keeping up media spend is also vital: in fact, research shows that high investment in media reduces brands’ sensitivity to price increases, but with rising media costs, will marketers adopt a multi-channel strategy approach in order to expand reach while spreading costs? More importantly, with the phasing out of third-party cookies, marketers need to consider other alternatives such as (re)discovering first-party cookies.

Despite external and internal factors having an impact on current media strategy, a variety of approaches is available to ensure that the consumer is always at the heart of the brand’s strategy – which is the key to long-term success. 

And Kevin O’Farrell of Analytic Partners has a final piece of advice for marketers: brush up on your communication skills so everyone can understand you – not just the marketing specialist!

Read more in The Drum

How brands can avoid user scrolling

Each platform offers unique opportunities to optimize brands advertising authenticity whilst avoiding the curse of the scroll away effect. 

For instance, whilst Reddit allows one to address niche audiences through hyper-targeted content in its ‘subreddits’, TikTok offers less specific targeting capabilities but allows brands to stand out through creative and engaging content. 

For a brand to capture users’ attention effectively, it is up to the marketers’ to exploit the specific opportunities offered by each platform.

To find out more about how a brand can avoid user scrolling, read The Drum

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