/ Page 2 - Articles by Zach Capers

Online businesses need to find new strategies to collect first-party data following the fall of third-party cookies and the rise of savvy online consumers who demand value in exchange for their data. Fortunately for you, our 2022 Coupon Preferences Survey reveals that consumers are highly motivated to provide information to get discounts.

Zero trust is a security strategy—but it’s also a mindset. It doesn’t mean no trust, but it does mean no implicit trust. Clear? No? Okay, let’s dig into it.

Today’s online consumers are overloaded with usernames and passwords, and many are weary of handing over their personal information to create yet another online account. But it’s not only about keeping up with passwords or handing over their data—our research finds that online consumers are in a hurry and a full two out of three expect to finish checkout in four minutes or less.

Everyone knows that passwords are inherently vulnerable to cybersecurity threats. That’s why you’re constantly urged to use multi-factor authentication (MFA), which until recently meant adding a layer or more of protection to your passwords. But in recent years, the growing diversity and availability of alternative authentication methods have made it so that you, as a business leader, can begin implementing MFA without passwords.

As a digital marketer, you must prepare for a decline in third-party cookies and the ever-increasing sophistication of digital consumers who demand value in exchange for their personal information. The clear answer to this dilemma is to ramp up the data you collect about your customers (i.e., first-party data) and do so in a way that is relevant to their needs.

NOTE: This article is intended to inform our readers about business-related concerns in the United States. It is in no way intended to provide legal advice or to endorse a specific course of action. For advice on your specific situation, consult your legal counsel.