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Digital Marketing: Balancing Strategy & Privacy

After decades of Baby Boomer dominance, Millennials are becoming the main force in the economy, with Generation Z following closely behind. Millennials alone comprise over a quarter of the U.S. population, and members of Gen Z are on track to make up 40% of U.S. consumers by 2020. Tapping these huge population segments are key to the success of any business, but marketing to these groups is more complex than ever before.

Online Privacy: a Growing Concern

Relying heavily on the internet and social media, Millennials and Gen Z are known to comparison shop, research products, and purchase almost everything. As a result, companies have embraced digital marketing as a key driver of growth, investing heavily in banner ads, email blasts, and targeted advertising. However, widely-publicized privacy breaches and changing marketing consumption methods are impacting the way Millennials and Gen Z view digital marketing.

Companies with digital marketing strategies must keep this concern in mind when targeting these sensitive groups. Although it’s important to reach your targeted customers, pursuing strategies that seem to use personal data can backfire and result in negative sentiments towards your product. No one likes to be followed around a store by a pushy clerk; why would digital natives want to be followed around the web by the digital equivalent?

For the full article click here: https://customerthink.com/digital-marketing-a-modern-day-balancing-act/

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