Identity is finally within reach for challenger brands
By Adstra
Patrick Roman Gut, svp and head of new business, Adstra
Ask the marketing leader of a typical challenger brand about identity and they’ll likely say more about aspirations than applications. Brand teams know that identity is fundamental to everything they care about, from finding new customers and lowering acquisition costs to accurately measuring campaign effectiveness and deeply understanding customer behavior.
Yet despite a clear grasp of this potential, the solutions remain out of reach to many challenger brands. That’s because identity tools have historically been designed for Fortune 50-scale businesses, built around complex tech stacks and managed by specialized data teams. These tools offer powerful capabilities, but they also carry big price tags, long implementation timelines and technical complexities that simply don’t align with the operational realities of leaner challenger brands.
Fortunately, change is afoot, and identity is no longer a luxury only for the biggest enterprises. More nimble platforms are entering the market, offering challenger brands a foundation for creating a comprehensive customer view, precise audience segmentation and efficiently scaling growth beyond major platforms like Facebook and Google.
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Source:: Digiday
