Top 2019 predictions: Privacy and Transparency

In this Forbes article, 12 C-level leaders share their predictions for 2019.

Top predictions, results of a lesson learned the hard way: 2019 will be the year of Privacy and transparency.

Hereafter are our favorite parts from the article:

In 2019, Marketers Will Strike the Right Balance of Personalization and Privacy.  Lynne Capozzi, CMO, Acquia

“… 2019 will be the year that marketers not only prioritize data privacy, but they start to get the balance right — offering the appropriate amount of personalization and privacy to build customer relationships based on trust. Consumers will continue to challenge brands to do so — otherwise they’ll move on. …”

Transparency Will Make Much Bigger Cracks Within the Digital Ecosystem as CMOs Prioritize Tech Partners.  Mike Pallad, President, Undertone (cross-platform synchronized digital marketing for the world’s most prominent brands)

“…In the coming year, the demand for transparency will finally force marketers to choose only the tech partners that most empower them to understand the reach, frequency, and impact of their campaigns (across all of their digital partners), allowing them to spend in the most intelligent ways….”

CMOs Will Stop “Going with Their Gut” And Truly Harness Data to Make Informed Decisions.  Matt Sweeney, President of Xaxis North America

86% of US brand marketers plan to invest in outcome-driven media over the next 2 years. In 2019, CMOs will make strides toward outcome-driven media, allowing them to tie their media metrics more directly to their business goals. … By truly harnessing their data, CMOs will no longer need to go with their gut instincts when making media investment decisions. They will be more agile with their budgets and media strategies, using data to deliver better returns and deliver the best consumer experiences.”

Better media, greater profiling.

Our takeaway here is two folds:

An opportunity for an improved trust in better media.

In our previous post, Optimism and method for greater trust in media., we wrote “to improve media should have Journalists to defend themselves and improve with more accuracy, more transparency and less bias with recognized sources and countered partisan perceptions led with their media brand values.”

This prediction confirms our reading of Gallup and Axios.

A strong need for media profiling.

As media strengthen their brand values and, at the same time, Marketers will get less intrusive customer data, they will rely, even more, on analyzing the media pulse within their well defined audiences. This is the market purpose of TrustedOut.

As this profiling must not be biased and permanently updated, only an AI-operated profiling can deliver this. This is the tech foundation of TrustedOut. 

Of course, do not hesitate to reach out if you have any questions.

 

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Freddy Mini

CEO & Co-founder