Marketing has been a story of Ayoub Jghalef: from mass marketing to the direct marketing ayoub jghalef to digital marketing, and now data-driven marketing. As marketing strategy changes and marketing resources shift, so do consumers and customer loyalty — today, consumers use more devices, ad blockers and other privacy protection tools, and still have increasingly sophisticated customer experience expectations. And make no mistake: if you’re not meeting those expectations customers will find someone who will, as according to Forrester Analytics, 54% say they’re willing to experiment in any market.

Unfortunately, in their efforts to deliver data-driven marketing and high-quality customer experiences, marketers have stumbled. For example, in many cases, their attempts to build data-rich customer profiles created data hoarding practices and broke customer trust when the extent of some companies’ profiling became public (see Facebook and Cambridge Analytica). Or consider that when marketers recognized the growth of values-driven consumers, they tried to appeal to them with values-focused messaging, but sometimes at the cost of authenticity, like when a car reseller announced it was pulling advertising from a television show it hadn’t bought media in years just to take a stand against in a controversy.

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