88% of mobile marketers focus on first-party data collection in 2021

Anne Freer | January 14, 2021

Mobile Advertising

Collecting first-party data has become a primary goal for marketers in 2021, according to a new report from Merkle shared with Marketing Dive.

It appears that 52% of marketers are already more focused on digital strategies that allow them to collect more first-party data.

The collection and storing of first-party data over the coming six to 12 months was one of the top priorities for marketers (88%).

Meanwhile, 41% of respondents said that digital media activation was more impacted due to the rise of privacy-related data restrictions.

Other areas impacted included web analytics (39%), digital media measurement (35%) and direct marketing activation (35%).

The report states:

“Marketers don’t have to infer customer preferences or behavior through secondary behavior but are instead explicitly told, straight from the source. The best zero-party data is when the customers trust the brand and are willing to volunteer their data with the understanding that it will improve their experience.”

By signing up you agree to our privacy policy. You can opt out anytime.