Thriving in the privacy-first era of data-driven growth marketing

In today’s highly competitive economic landscape, growth is mission-critical for CMOs, and growth marketing has become front-and-center in the battle for revenue growth. Moving out of traditional metrics such as brand loyalty and lead generation, data is the gold that is driving marketing strategies today.

In order to explore this in-depth, Adgully, in partnership with PivotRoots, has commenced a research on ‘Thriving in the Privacy-First Era of Data-Driven Growth Marketing’.

In conversation with Adgully, Dr Ashish Bajaj, CMO, Narayana Health, and Mayank Shah, Vice-President, Parle Products, speak about key parameters such as Measurement, Targeting and Personalisation, Retargeting and Remarketing, and more.

Understand the context in which the audience consumes content: Dr Ashish Bajaj, CMO, Narayana Health

Measurement

Being a leading Hospital Chain in the country and a deep commitment to provide best-in-class services with compassionate care, Narayana Health needs to cater its marketing strategies very carefully. Even though our healthcare landscape is very competitive, we accord top priority to data privacy in our marketing strategies.

With the decline of third-party cookies and limitations on cross-app tracking, it has become challenging to comprehensively track user journeys and accurately attribute conversions. To address these issues, we are focusing on first-party data strategies, investing in robust CRM systems, and leveraging predictive analytics. These efforts allow us to maintain personalized communication with our audience while respecting their privacy.

Targeting and Personalisation

I firmly believe that without proper safeguards and user consent, the collection of granular data can infringe on users’ privacy rights. Recognizing the limitations of hyper-personalization, we prioritize understanding the context in which our audience consumes content, delivering relevant messages without compromising privacy. We are also committed to creating valuable, informative content that resonates with a broader audience, ensuring that we remain relevant and engaging.

Retargeting and Remarketing

We are exploring contextual advertising and marketing campaigns, delivering relevant messages based on the content being consumed rather than specific user data. These approaches not only comply with privacy regulations, but also allow us to maintain effective remarketing campaigns in a highly competitive healthcare sector. By engaging through personalized email marketing and leveraging patient data collected with full consent, we continue to uphold our values and provide the best-in-class services with compassionate care.

Multiple rating agencies can create confusion: Mayank Shah, Vice President, Parle Products

Measurement

The most significant measurement challenge we face is accurately attributing conversions across multiple touchpoints in the customer journey. With the phasing out of third-party cookies and restrictions on cross-app tracking, it has become increasingly difficult to track user behaviour and link it back to our marketing efforts. This impacts our ability to optimize campaigns and personalize customer experiences effectively. These challenges have led to a fragmented view of our customer interactions, making it harder to understand which channels and tactics are driving conversions. Consequently, our ability to optimize campaigns based on comprehensive data has been hampered, and delivering personalized experiences has become more complex.

We are now more reliant on first-party data and advanced analytics to bridge these gaps. Regarding the implementation of multi-rating agencies, I believe it’s crucial to focus on addressing the existing concerns with the current single rating agency. Multiple agencies can create confusion and increase costs, especially in deploying meters across households. Enhancing the sample size and ensuring robust representation can significantly improve the accuracy and transparency of audience measurement.

Targeting and Personalisation

The move to a privacy-first world has made it harder to personalize our marketing campaigns. With less detailed user data, creating highly personalized experiences for individual customers is more challenging. However, this change has encouraged us to find new and creative ways to engage our audience. This has led us to shift towards broader audience segments and more general targeting.

We are focusing on contextual targeting and using broader audience segments to stay relevant and engaging. By aligning our content with the context in which ads are displayed, we can still deliver meaningful messages. We are also using interest-based targeting and improving our creative strategies to appeal to larger audience groups while respecting user privacy. Additionally, we are customizing our approach to engage rural areas. We leverage local insights and preferences to tailor our marketing efforts, ensuring our messages resonate with rural communities. By understanding the unique needs and interests of these areas, we can maintain relevance and drive engagement effectively.

Retargeting and Remarketing

At Parle Products, we are leveraging a multi-channel approach to maintain effective remarketing while respecting user privacy. One key strategy is to capitalize on our extensive investment in television commercials (TVCs) and advertising campaigns. By aligning our digital remarketing efforts with our TV campaigns, we create a cohesive and consistent brand experience that resonates with our audience across multiple touchpoints. Contextual advertising is another important approach.

By placing ads in relevant contexts, such as food-related websites and apps, we can ensure that our messages reach the audience who is likely to be interested in our products. This not only improves the effectiveness of our campaigns but also respects user privacy. Overall, by combining our traditional advertising strengths with innovative digital strategies, we can maintain effective remarketing while upholding our commitment to user privacy.