Data Privacy Shaping Marketing Strategies; Social Media Key for Customer Service

Hubspot put out their state of marketing 2023 report.   I found a couple of data points.  

First, let’s note an industry reaction to data privacy.  86% of marketers said data privacy changes had impacted their overall marketing strategy over the past year.    28% of respondents are collecting first-party data from their customers.  That’s data handed from customers directly to their company.

Second, let’s note a data point about customer communications.   More than one in five Gen Zers and nearly 25% of Millennials report directly contacting a brand on social media for customer service.

Finally, since marketing is an area providers continually are reexamining.  How are the data points in the space?

• Web traffic was overall down over 6% in 2022 compared to 2021.
• Email open rates went down across the board by over 12%.
• Marketing teams could still capture leads, and influence closed deals: Web conversions saw a nearly 11% increase, and inbound leads increased by 6.66%.

I had two reasons to care.  First, data privacy is a technology need, so providers should be involved here.    86% impacted means essentially, “everyone needs this.”    Second, it’s valuable data for companies on their marketing plans.    Links in the article on Businessof.tech to grab the report.