Email, First-Party Data Seen As Critical As Cookies Disappear, Brands Say (mediapost.com)

Colorado Governor Jared Polis has signed into law a privacy bill that will require companies to honor people's requests to opt out of targeted advertising -- including requests that consumers make through browser settings or other global mechanisms. With the move, Colorado is joining California, Virginia and Maine in requiring companies to allow state residents to wield more control over ad personalization. Colorado's "Protect Personal Data Privacy" (SB 21-190), signed Wednesday and slated to take effect in July of 2023, obligates companies to allow state residents opt out of the processing of their personal data for ad targeting. Personal data includes information that's “linked or reasonably linkable” to identified or identifiable individuals -- which covers a great deal of data used for personalized ads.

A study released by R.R. Donnelley & Sons Company reveals marketer perceptions of macro trends impacting today’s consumers, which in turn influences the approach to reach them. The Macro Marketing Reportshowed primary concerns include shifting of buying power to new generations (89%), ESG-related concerns (84%), a changing political climate (80%), and workforce changes (78%). The company’s third annual marketing industry report found that while marketers are embracing new channels, such as the metaverse, they are also looking for innovative ways to leverage more traditional approaches. Marketers are turning to direct mail to engage with today’s digitally fatigued consumers, with nearly three-quarters (73%) reporting direct mail has either kept the same level of importance or increased in the last year.

In February, there was significant growth in online activity, with sessions up by 12% year-over-year (YOY), indicating increased traffic to the platform. Additionally, orders surged by 19% YOY, reflecting a substantial rise in purchases made through the website or service. Moreover, demand saw a remarkable increase of 23% YOY, indicating heightened interest and consumer engagement with the products or services offered. With February coinciding with the start of tax season in many regions, the surge in online activity towards the end of February may also be attributed to consumers seeking everyday purchases, paying off debt, home improvement and vacations. This presents an opportunity for targeted marketing efforts tailored towards addressing tax-related needs and offering relevant solutions. Leveraging this seasonal trend, businesses can further capitalize on the increased demand and drive engagement through strategic promotions and messaging.