The article from Marketing Dive reports on new research from Forrester, which has found that disruptive forces such as artificial intelligence (AI), privacy changes, and an oversaturated ad ecosystem are leading marketers to change strategies. Forrester points out that AI is transforming businesses with insights from customer data, as well as automation and personalization. However, while many firms have started to adopt AI solutions, most are also still at the beginning of understanding what AI can truly achieve.

Frequently changing privacy regulations worldwide and the aggressive pursuit of privacy-oriented strategies by tech giants mean marketers will have to shift from third-party data to first-party data for their strategies. Furthermore, the oversaturated advertising ecosystem combined with the use of ad blockers has left marketers more reliant on owned and earned media. Hence, according to Forrester, the companies will need to make fundamental changes to the way they operate if they are to address these multi-faced challenges effectively.

The valuable takeaway from this article for readers is that the marketing landscape is transforming rapidly, with AI, privacy changes, and other factors. To keep up with these changes, marketers need to adapt their strategies, emphasizing the use of AI, understanding its full potential, complying with stringent privacy regulations, and shifting from third-party data to first-party data. This shift also means that companies need to invest more in owned and earned media. This calls for a fundamental shift in the operation, demanding a more adaptable and proactive approach.

Read more at Marketing Dive – Latest News