To help achieve this goal, marketers may want to go back to the basics. One of the things that will help marketers better understand their customers is data. New regulations on the collection of consumer data will help marketers avoid getting toxic customer data, which is data collected without permission from the consumer.
Traceable and trustworthy data is what will help drive a successful marketing strategy, especially amid the pandemic. Proof of consent should also be demanded. Third-party data is no longer as reliable, so marketers should look past that.