What was special about this event was the virtual environment, carried out via Airmeet, with various lectures, panels and lounges for networking. Our colleague Gunnar Kühl was there as a panelist and underlined the relevance of agencies, especially their technical consulting units, and presented our services and solutions to a Europe-wide audience. Gunnar also addressed the problem behind excessive data collection and showed how this can be sensibly limited.
The summit’s core message conveyed the importance of restoring trust in digital marketing through ethical data practices. From the keynote, which addressed the loss of trust due to data misuse and identified privacy-led marketing as a solution for sustainable growth, to various sessions that provided insights into the evolving landscape of marketing analytics, how to use tools like GA4 and Google Consent Mode as well in strategies for using first-party data. We also covered the latest updates to global privacy regulations, regulatory compliance and how it all contributes to building trust.
We would like to share our key takeaways with you:
Data protection and performance are not a contradiction
As is often the case, communication is the key here. Consumers need to understand how you want to use their data and why or what you need it for (at least the people who don’t click “Accept all” to make the banner disappear without question). Legal requirements and technical changes, such as intelligent “tracking prevention”, create a new “level” playing field to which all market participants must adapt. You can protect your customers’ data and work with models that index values and with which you can obtain sufficient insights to equip your algorithms and thus ensure very precise guidance.
Despite data limitations, you can improve your results
In paid marketing, data protection should be the top priority – the ethical use of first-party data takes place across all channels and, despite strict requirements, there are ways to optimize performance.
Do you want to know how? Get in touch with us!
Trust creates bonds
To promote long-term success, which is directly dependent on trust, the integration of data protection into all aspects of marketing is urgently needed. Consumer trust is a competitive advantage that can differentiate your brand and promote long-term loyalty from your customers.
Strong content strategies and effective SEO drive engagement and leads
And best of all: you don’t have to rely on third-party data. Balance compliance and performance with advanced privacy integration tools and strategies in a modern marketing stack.
Be consistent!
Whatever you do, whatever kind of “red line” you draw when it comes to data and privacy, always be consistent across all marketing channels. This way you avoid confusion, mistrust and fluctuating performance.
Get in touch with us, we will be happy to advise you comprehensively on the perfect solution for you.
