Seniors Don’t Want to Retire Anymore. Here’s Why and How to Help
Retirement can be a dream for one and a nightmare for another. People treat retirement differently, depending on their requirements and circumstances. While some feel retirement is the time to pack up bags and travel or commit to hobbies they have long paused for, others feel retirement is not the right option.
There may be various reasons behind pushing away retirement: I need the money, I love what I am doing, I can’t imagine myself not doing anything, etc. The recent trend indicates that most seniors are reluctant to retire, and some decide to stay on course past retirement, while others choose alternative careers.
According to a survey by the American Advisors Group (AAG), 46% of seniors (60-70 years) had plans to work part-time jobs during retirement. 18% said they wish to work after passing the age, a rise of 8% from a 2019 survey. 12% of the respondents said they have no plans of stopping full-time work, an increase of 6% from 2019.
Although extending your retirement period or not wanting to retire may have their reasons justified, it may create a tricky situation for the newer generation. As a result of the baby boomers’ late retirement, the next generations may see a shortage of career growth, employment options, etc.
Why are most seniors reluctant to retire?
Some of the reasons why most seniors are reluctant to retire may include a vast number of reasons. People are in much better shape than previous generations and live longer. Some feel they will become bored at home or even doing their activities. Many still want to contribute in some way to society.
Did the pandemic change retirement plans?
Due to the pandemic, many seniors are rethinking their retirement plans. The pandemic has given many people the experience of their retirement days, and many found it boring and meaningless.
Many realized they loved their job and found meaning in what they did. To them, quitting their job to sit at home was not meant for them. Many also realized they might not have enough saved to survive such uncertainty.
Support family and maintain a standard of living.
First, the pandemic and then inflation dipped almost every bank account. Many seniors are draining their savings or depending on their paychecks to stay on track. In addition, about 50% are using up their retirement savings to support their children.
Some seniors are turning their back to retirement to support and maintain their standard of living. They believe they should continue to work to ensure that they have enough financial capacity and the freedom to spend their retirement days as they had hoped.
Debt and broken savings account.
Finances are a significant aspect for almost everybody when considering retirement. The recession has dramatically affected retirees and soon-to-be retirees, reducing their retirement accounts and property value. Most are more concerned about their medical and long-term care costs than their daily expenses.
The most current data shows that Baby Boomers and Gen Xers carry high amounts of non-mortgage debts. The credit card debt alone for Baby Boomers stands at $6,043 and $7,155 for Gen X.
On the contrary, Millennials’ credit card debt balance stands relatively low, at $ 4,322. Not considering the advantages of various financial tools, like debt consolidation, can be why seniors are comparatively behind with a higher debt balance. As a result, they need to continue working to improve their finance.
Increased life span.
Another possible reason for delayed retirement is the increased life span of Americans. A recent survey implies that the average life expectancy of Americans has risen to 78.9 years in 2020 from 39.4 in 1960.
With the rise in life expectancy, an average 60-year-old can expect to live for 15 to 20 years. Back in time, it was easy for retirees to survive with pensions or continue work till they died. However, most view 20 years as a long time to sit around doing nothing and stay using savings. Also, you need to support yourself with healthier health and an increased life span.
How seniors’ late retirement is affecting the next generations?
Although seniors may have their reasons justified with the best interests in mind, late or no retirement can bring various setbacks for the economy, companies, and especially for the next generations. Some of the setbacks are:
Difficulty moving up the career ladder.
While seniors are putting off their retirement plans, the next generation may find it difficult to climb the career ladder. Moving up to the middle and higher position can be difficult if there are no vacant positions. Various surveys show that most employees view career growth opportunities as one of the top factors in employment.
As a result, most younger workers are switching jobs hoping to seek higher positions and increased pay. Ultimately, retaining competent employees is increasingly difficult for companies, which may sometimes harm the business.
With the younger workers switching to seek higher positions and seniors not ready to quit, the next generation is trapped in the middle, without many scopes for promotions or increments.
Unable to make enough money.
The pervasiveness of senior workers in the workforce also affects the economy. With seniors blocking the path for the next generation, their scope of promotions and making more money is limited.
Result: they are not being able to support or contribute to the economy. Also, they are hardly making enough for themselves. Low savings and high debt amounts include their list of concerns. The situation raises concern for the next generation to rethink their retirement plans.
In addition, with the aging workforce, overall productivity also gets tampered since most are hesitant to adopt new technologies.
What can be done to prevent the next generation from facing the same problems?
There are possibilities for the next generation to succumb to these situations and delay or rethink their retirement days too. However, some steps can be helpful to prevent the next generation from facing the same problems.
Make saving for retirement a priority and strategize for it.
It is a common situation that people don’t often plan for retirement until they are halfway nearing their retirement period. There may be various reasons people don’t start saving for retirement earlier in their careers. Examples may include having debts, not having a fat enough paycheck, family responsibilities, etc.
However, it is necessary to understand the importance of saving for retirement before you can see it coming. When you start to save or invest for retirement while you still have a long way to go, you are allowing yourself to build a more considerable fortune for retirement over time.
Build a side cushion to let your retirement account grow.
Another common mistake people make when planning to allocate funds for their retirement is, overlooking the importance of an emergency fund. Increasing your retirement savings accounts is of little use if you have to tap into those accounts in times of dire need.
Building an emergency fund acts as a side cushion for your savings account. Ideally, a side cushion or emergency fund should be able to suffice for all your expenses for a minimum of six months.
It can be helpful to support you in times of uncertainty like the pandemic, loss of job, an accident, etc. You can confidently contribute to your retirement accounts when you have an emergency fund that can support you with expenses for six to twelve months.
You will know that you can let your cushion grow without fear of the need to break into your saving for an unfortunate event before retirement.
Look for ways to pay off debts and handle finances efficiently.
Handling your finances is as essential as having savings for retirement. Financial habits like overspending, paying off your bills late, paying bank fees like overdraft charges, taking out loans, etc., are all examples of poor financial management. When you handle your finances efficiently, you can strengthen your financial grounds with an enormous nest egg.
In addition, it is good to pay off your debts at the earliest possible time instead of paying the minimum amounts and carrying the balance over. Again, taking advantage of the financial tools available to you can be helpful in getting rid of your debts faster.
Financial instruments like balance transfer and debt consolidation are some options you can use to get debt free quickly. Ideally, you should always begin repaying the debt that carries the highest interest rate.
For example, credit card debts usually have high interest, and paying the minimum monthly amount can result in more interest in the long run. Instead, when you decide to consolidate debt, you can obtain a lower interest on the debt, and paying off the balance can become more accessible and faster.
Look for volunteering or part-time jobs to stay engaged.
While more and more seniors wish to continue working for the love of what they do, some seniors have a different reason. They choose to continue working because they want to stay engaged. With an increased life span and good health conditions, people view 20 years as too long for hobbies or to sit around doing nothing. Hence they prefer to stick to their current job for as long as possible.
Instead, it is an excellent time to volunteer for a cause or take up some part-time jobs that can allow free time while also keeping busy for some time with work.
Look for meaningful jobs like mentoring or training.
Reportedly, many seniors want to stay on the field because they love their work. In other words, they love their jobs and wish to continue working for as long as possible. Unarguably, seniors bring to the table years of experience, soft skills, and the capability to work calmly under pressure. They are treasured for the expertise and patience that the newer generations lack.
Hence they can do so meaningfully by imparting their knowledge and experience to the next generation. Creating a working environment with flexible working hours, where seniors can train or mentor their juniors, can benefit all.
Seniors can continue their job while the next generations can learn from them without feeling trapped. The company can get the best from the highly skilled multi-generational set of employees.
Bringing Changes in Working Culture
With many seniors refusing to quit, it may be time to change the work culture. It can be helpful to split C-level jobs into two. This strategy will allow the next generation to perform duties and responsibilities. It gives them a half-promotion, and they will be motivated to stay in the company.
In addition, companies may also consider shifting from the traditional corporate hierarchy to a horizontal hierarchy. This shift in hierarchical structure can motivate employees to work as team members and swap through different positions.
As a result, employees with more skills can select from various career ladders.
Seniors wanting to retire and spend the rest of their lives in tranquility is common. Some seniors are waiting to embrace their retirement days, which has been a commonly anticipated scenario for a long time.
However, nowadays, it is not unusual for seniors to delay their retirement until they enter their 70s or 80s. The Baby Boomers and some Gen Xers and Millennials have a similar perspective, and some may believe they should never retire at all.
You may hear various reasons behind this, from needing finances to flow in, loving what they do, or just needing to stay engaged through their life. An additional factor here is life expectancy.
With the advancements in medical treatment and an increased life expectancy, seniors can expect to live longer and healthier than their previous generations.
On the contrary, delayed retirement in one generation can bring unfavorable situations for the next generation. These situations can be averted by bringing in some changes. For example, seniors who wish to work because they want to be occupied or feel retirement is not the ideal place for them can take up volunteering or some part-time job.
On the other hand, seniors who want to continue working in their field because they love what they do can take up training or mentoring the newer generations. Splitting C-level jobs into two and shifting the hierarchical structure from traditional to horizontal are beneficial strategies companies can adopt to retain employees and boost productivity.
Also, it is necessary to begin preparing or saving for retirement much before you near your retirement period. Analyzing and responsibly managing your finances can help you build a stronger financial future. In addition, creating a side cushion to secure your savings and support you in times of need is vital for a promising future.
Published First on Due. Read Here.
Featured Image Credit: Photo by Anna Shvets; Pexels; Thank you!
A Guide to Identifying and Avoiding Top Crypto Scams
The surge in popularity of Bitcoin and other cryptocurrencies has a dark underbelly. It is spurring the growth of a vast cybercrime industry rife with numerous scams. Cunning wrongdoers are preying on unsuspecting Internet users, hoping to trick them into losing their Bitcoins. In this article, I will shed light on the most common cryptocurrency-related scams, providing tips on staying safe when using crypto.
Some websites may entice you with irresistible crypto offers that seem too good to be true. They promise to multiply your Bitcoin holdings in a short span, like doubling them overnight. However, this is often a classic sign of a Ponzi scheme. Once you part with your Bitcoin, the chances of even recovering your original amount are slim to none.
- Be suspicious of any investment that promises guaranteed returns. Investments always come with risk, and anyone promising a sure profit is likely not being honest.
- Legitimate investments make money through a clear business model. If you cannot understand how an investment makes money, that is a red flag.
- Ponzi schemes are highly dependent on recruiting new members. If you are pressured to bring in more people to make money, it might be a Ponzi scheme. These websites often incorporate referral programs enabling members to earn money by bringing in new customers. If you spot a referral link in URLs, it should raise a red flag. These referral links typically look something like this: superwebsite.com/?ref=9472.
- Before investing, check with your country’s financial regulators to see if the company is registered and if any complaints or actions have been taken against it.
- Do not invest more than you can afford to lose.
Cloud mining is a cryptocurrency mining process that utilizes a remote data center with shared processing power. In essence, cloud mining providers rent out their mining hardware and their computational abilities to clients, who can then mine cryptocurrencies without having to purchase and maintain expensive mining equipment. While the concept itself is excellent and entirely legitimate, fraudsters often launch deceptive schemes. They entice potential investors with lofty promises, only to deliver significantly lower returns than promised if any at all.
- Ensure the website provides clear and transparent information about which mining pool is used and who manages it. This also includes information about their mining facilities, the types of hardware they use, and their mining capacity.
- Check contract details. In a legitimate cloud mining contract, details like the cost of the contract, the amount of processing power you will receive, and other terms should be clearly stated. If these details are not precise, be cautious.
- Seek advice from an independent cloud mining advisor or someone knowledgeable about cryptocurrency mining.
Bogus crypto exchanges
Beware of advertisements promising to sell Bitcoins at bargain prices or with minimal transaction fees. These could be a bait to draw you to a fraudulent cryptocurrency exchange website. Another telltale sign of a scam is the PayPal to BTC exchange ruse. Websites running this scam typically present you with a form asking for your PayPal email and the amount you wish to spend. Following this, a QR code is generated to authenticate the transaction. But, alas, the promised Bitcoins never arrive, and you are left with a compromised PayPal account instead.
- Before using any Bitcoin exchange, do your research. Read reviews from reputable sources and seek opinions from experienced users. You can also check the exchange’s website for information about the company, including how long it has been operating, its physical address, and the names of its team members.
- Many countries require crypto exchanges to be registered and comply with specific regulations. Check if the exchange is compliant with these regulations in your country.
- Be careful not to click on any suspicious links that might be trying to lead you to a fake exchange. Always double-check the URL of the exchange before logging in.
Identifying deceptive Bitcoin wallets can be a bit trickier, as the main purpose of a wallet is to hold crypto, not to trade it or execute BTC smart contracts. This means that these scams are not usually about immediate financial gain. While they may ultimately pilfer your assets, these rogue wallets often first aim to snatch sensitive data.
- Always download wallet software from the official website or a reputable app store. Rogue wallets often disguise themselves as the real thing, but they can only be found in unofficial or unregulated app stores.
- Enable MFA for added security. This requires you to provide two forms of identification, usually a password and a verification code.
- If you are dealing with large amounts of cryptocurrency, consider using a hardware wallet. These are physical devices that store your cryptocurrency offline.
- Ensure your device and any applications you use are kept up to date. This includes the wallet software, your device’s operating system, and any security software.
- If the Bitcoin wallet comes as a downloadable application, it is a good idea to scrutinize it for any potentially harmful code first. Websites such as VirusTotal can be quite useful, as they scan software binaries for recognized threats using multiple antivirus programs at once. If the wallet is open-source, you can check its code on platforms like GitHub. While this may require some technical knowledge, it can provide insight into the wallet’s security and functionality.
- Many crypto wallets provide a way to back up your wallet, often in the form of a seed phrase. You can use this phrase to recover your funds if you lose access to your wallet. Keep this phrase safe and secure.
Good old phishing
Phishing, arguably the most common scam in the digital realm, aims to trick users into visiting a deceptive website masquerading as a well-known and trustworthy service. The malicious email could seemingly come from a cryptocurrency exchange or wallet service you currently use. Cybercriminals typically gather your personal details from numerous past data breaches to use in their phishing emails.
Scammers might also employ online advertisements or dubious SEO tactics to lead you to a counterfeit Bitcoin exchange or wallet when you search for terms like “Buy Bitcoin,” or “Bitcoin exchange,” or “Buy Crypto.” These trapped sites often appear among the top search results.
- As a rule of thumb, avoid clicking on links within emails. A deceptive link might appear authentic at first glance, but it uses multiple redirection steps to ultimately land you on a hacker-controlled site. To avoid this risk, directly type URLs into your browser or use your bookmarked links.
- Also, be sure to treat every email attachment with caution. Hackers often use attachments as a means to distribute malicious software.
- Be suspicious of unsolicited communications. When in doubt, check the email address or phone number and get in touch with the company using the contact details provided on their legitimate website.
On-the-spot crypto trading hazards
As Bitcoin theft reaches beyond the digital sphere, new laws and regulations controlling cryptocurrency trading are emerging globally. In some areas, these changes pose challenges to conventional online buying and selling of Bitcoins. This has spurred a shift in the Bitcoin economy, with traders turning to in-person meetings for transactions.
There have been several incidents highlighting the potential dangers of in-person Bitcoin exchanges. For instance, in India, an entrepreneur fell victim to a robbery while attempting to purchase BTC at an appealingly low price. He arranged a meeting with the alleged sellers at a shopping center, only to be ambushed by them and lose the $50,000 he had brought for the transaction.
- Avoid in-person meetings with strangers for Bitcoin exchanges, especially if you are carrying large amounts of money.
- If in need, conduct transactions in public places like coffee shops or shopping centers. These locations are generally safe as they are often crowded and have surveillance cameras. Inform others of your whereabouts.
- If possible, bring a friend along with you.
- Use reliable peer-to-peer platforms with features like blind escrow.
- Utilize the platform’s reputation and feedback systems to select trustworthy traders and thoroughly clarify all trading specifics using encrypted chat before proceeding with any transactions.
- Ensure the other party shows you the agreed sum of money first before you send any coins.
- Trust your instincts; if something does not feel right, walk away. It is better to miss out on a trade than to risk your safety.
Crypto “pump-and-dump” schemes are a type of manipulation where the price of a cryptocurrency is artificially inflated (pumped) through coordinated buying or spreading of misleading positive news. Once the price has significantly increased, the manipulators sell off their holdings (dump), leading to a rapid price drop. This can result in substantial profits for the scammers but causes significant losses for those who bought in during the pump. These schemes are illegal in many jurisdictions due to their fraudulent nature. However, cryptocurrencies’ decentralized and global nature can make them difficult to prevent.
- Do not rush into investments based on hype or pressure. “Fear of Missing Out” can lead you to rash decisions.
- Spread your investments across different assets. This can reduce the impact of a bad investment.
- Be skeptical of “Get Rich Quick” promises. If it sounds too good to be true, it probably is.
- Set Stop-Loss Orders. This will limit potential losses if the price of a cryptocurrency suddenly crashes.
Fake airdrops are a common type of cryptocurrency scam where fraudsters promise free coins in an attempt to lure unsuspecting victims. These scams require participants to provide sensitive information like private keys or personal data or make a small payment to “unlock” their supposed reward. However, after fulfilling the conditions, victims receive nothing in return. By creating an illusion of a free giveaway, scammers prey on the desire for easy profits.
- Always confirm the airdrop is from a legitimate and reputable company. Check their official website and social media channels for announcements.
- Legitimate airdrops will never ask for your private keys. Your private key is your most sensitive piece of information. Never share it with anyone.
- Be cautious if an airdrop asks for excessive personal information. Although you might need to provide some data, consider any unreasonable requests as potential red flags.
- It is likely a scam if an airdrop requires you to send cryptocurrency to receive tokens. Legitimate airdrops do not require a purchase.
Cryptojacking is a form of cybercrime where hackers covertly use other people’s computing resources to mine cryptocurrencies. This is often done by infecting a website or an individual’s computer with malicious code. Once the unsuspecting victim visits the compromised website or installs the infected software, their computer’s processing power is harnessed to mine crypto without their knowledge. This can lead to degraded system performance, increased power consumption, and hardware wear and tear. It is a stealthy and unethical way for hackers to profit at the expense of others’ resources and can pose significant cybersecurity risks.
- Use reliable and powerful antivirus software that includes features to detect and block cryptojacking scripts.
- Install browser extensions that can help prevent cryptojacking scripts from running in your browser.
- Regularly monitor your system’s performance. Unusually high CPU usage might indicate a cryptojacking attack.
- Regularly update your operating system and all software, including browsers, as updates often include security patches.
Despite the initial hype surrounding cryptocurrencies subsiding, the industry continues to grow with the emergence of new projects. Cryptocurrencies are here to stay and will remain a part of our lives. However, as a relatively new form of currency, the crypto sphere will always attract new scammers. By being aware of popular scams and following the recommended protection measures, you can reduce the potential risks involved in trading cryptocurrencies.
How Can TQM Empower Employees?
In the present day, there are a myriad of challenges that developing enterprises have to contend with in the pursuit of success, not least of which is the ever-changing needs of the modern consumer. Recent years have brought about a tangible shift in customer preferences, as consumers are placing more importance on experiences with brands than ever before.
In such a climate, companies that boast the best product or service are not guaranteed to win over their competition as they once might have been. Rather, to accommodate modern consumers, businesses must create a cohesive and wholly-gratifying modern customer experience for their consumers. That means achieving excellence company-wide and empowering employees to maximize your organization’s value.
This is where Total Quality Management (TQM) can be a genuine game-changer for your business.
What is a TQM?
Total Quality Management is a management approach that embodies a holistic view of business success. With TQM, a business strives to achieve an exceptional level of performance in every facet of its operations, on both a macro and micro scale and aims to reach its goals organically by optimizing processes.
At the heart of the TQM philosophy is a strong concept of quality. Those who embrace this approach view quality as something intrinsic rather than superficial. As such, TQM adopters do not seek to create or even achieve quality but rather to embody it and make it a core part of their companies’ identities.
Due to its scope, TQM encompasses a wide variety of principles that serve to foster excellence at a company, from manufacturing and product testing to marketing, sales, and customer service. By putting measures in place to encourage continuous improvement in every area, companies can improve efficiency and achieve greater ROI on their efforts.
What can TQM do for a business?
TQM can bring a variety of significant benefits to an ambitious, developing enterprise.
One of the primary benefits is operational efficiency. By creating an internal culture of continuous improvement, a company can iterate on its processes to optimize them over time. This eliminates resource wastage and revenue leakage, which improves the overall performance of the business.
Adopting TQM also encourages companies to embrace a data-driven approach to business. This promotes an analytical mentality and more intelligent, informed decision-making at the top level. By garnering actionable insights from data analysis and incorporating them into future planning, companies can devise more comprehensive business strategies that drive growth and yield greater ROI in the long term.
Most importantly, TQM helps to produce a high level of customer satisfaction. Through the creation of an improvement culture and the continuous optimization of processes, it’s possible to exceed customer expectations on a routine basis. This result is immense consumer engagement, a positive brand perception, and increased revenue through repeat business and referrals.
For those who embrace Total Quality Management, the customer is at the top of the totem pole, but is the employees who allow it to stand tall. For the principles of TQM to take root and yield dividends, there must be a high degree of employee involvement at every organizational level. For this reason, employee empowerment is considered one of the core tenets of TQM.
How can TQM affect employees’ experience and productivity?
When implemented effectively, TQM can have a substantial effect on both the experience and productivity of employees. There are three primary reasons for this:
Firstly, TQM helps to create more effective training and development programs for employees. By consciously seeking out the latest training methods and most advanced onboarding technologies, companies can help employees to acquire new skills and achieve optimal proficiency in their roles. This makes them more efficient and increases employee satisfaction due to an elevated sense of competency.
Secondly, TQM creates a culture of innovation. In the pursuit of organization-wide excellence, a company can create an environment in which employees have the bandwidth to engage in critical thinking and problem-solving. This helps to create a more engaged and dynamic workforce that is continually evolving itself.
Lastly, and perhaps most importantly, TQM instills a sense of responsibility in employees. By creating a workplace that emphasizes excellence in every aspect, businesses place their evolution in the hands of their employees. This trust helps them to understand that their contributions have value, which boosts morale and performance, and encourage active participation in the improvement culture. The result is a more gratifying employee experience and higher levels of productivity.
Total Quality Management has the potential to revolutionize a business’s output as well as how it evolves over time. By continuously striving to enrich the employee experience, companies can empower their staff and imbue them with a sense of responsibility that enables them to drive optimization organization-wide and bring ever-greater value to customers.
To sustain growth and success in the long term, employee empowerment is a must, and TQM is currently unrivaled in this regard.
Making Data Talk: How Marketers can Humanize their Campaigns through Zero- and First-Party Data
Without a comprehensive U.S. consumer privacy law, U.S. state and federal lawmakers have been looking toward Europe’s General Data Protection Regulation (GDPR) to serve as inspiration as states begin to introduce data privacy laws in 2022. But this year, roads are being paved. Now on the heels of the E.U. announcing their Digital Markets Act to combat Big Tech’s hold on the world, the U.S. is working to pass the Choice Online Act and the Open App Markets Act, on top of the already existing state-led legislation like the California Consumer Privacy Act. For example, Massachusetts announced its intent to pass Massachusetts Information Privacy and Security Act (MIPSA) in late 2021, a digital-privacy bill that would protect the residents’ safety and privacy, giving them more autonomy over personal information in the digital world. If the bill passes, Massachusetts would be the fourth state joining Colorado, Virginia, and California to enact comprehensive data-privacy legislation.
And with Google announcing a slew of privacy updates following increased privacy concerns with another new cookie replacement and new features on Android devices to limit user tracking, marketers are anxious to see how the data-privacy battle unfolds.
While it may seem like these laws and regulations will limit the personalization capabilities of marketers, zero- and first-party data remain key to humanizing digital interactions and experiences.
Personalizing campaigns through existing data
The first step to creating digital experiences that satisfy the human experience is for companies to get to know their customers. Think about your interpersonal relationships: you take the time to understand your friends and family’s needs and wants, and humanizing digital experiences requires the same effort. Zero-party and first-party data, which customers share voluntarily, or marketers collect through behavioral patterns, can create personalized marketing experiences without sacrificing customer privacy.
By leveraging this customer data, marketers can develop campaigns that inform customers of relevant information such as the closest physical store’s hours, cart reminders, or product suggestions that anticipate customer needs. These tactics improve customer experience by putting the customer first. There’s an important and understood value exchange between consumers and marketers. Consumers willingly give brands information about them and their interests, and marketers leverage it to build a seamless shopping and browsing experience.
Humanizing the digital world through the omnichannel
Digital can also help bridge human connection. For example, if your friend is making a recommendation on a TV show, workout, or pair of jeans, that “social proof” is valuable information that we use as cues in our everyday lives. Digital experiences can achieve the same thing. At a pivotal moment in the consumer journey, companies should show consumers the social proof in the form of ratings and reviews or how many other shoppers are engaging with the product they’re viewing. This connects other people’s behaviors to their own, making the experience feel more personal than transactional.
Zero- and first-party data have been and always will be fundamental components of marketers’ toolkit to create personalized marketing campaigns. As the consumer path to purchase becomes increasingly non-linear, however, brands now must incorporate and prioritize omnichannel strategies to level up the overall experience.
For example, estimates show that consumers now check their phone between 52 and 80 times a day. Consumers use their phones for new product discovery and identifying brick-and-mortar locations for in-store purchasing, creating a heightened need for more seamless omnichannel communication strategies. Consumers don’t shop Brand X in Mobile, Brand X in email, Brand X in Social – they shop Brand X.
Once marketers collect first-party data, they can then leverage the consumer data when focusing on personalizing the omnichannel experience. With 71% using multiple channels to start and complete a single transaction, we’re continuing to experience rapid growth in mobile commerce.
A first-party use case that became very popular during COVID-19 and remains a core tenet of retailers’ strategy is BOPIS and curbside pick-up, i.e., leveraging zip codes to drive consumers to in-store availability (and not just at-home delivery). Similarly, as COVID-19 closed borders and brought long distance travel to a standstill, travel brands were able to leverage first-party data to surface hotel destinations within driving distance (using zip codes).
Lastly, 68% of marketers gained new customers during COVID and loyalty programs became a key trend for many marketers where they can leverage first-party data to communicate the value of their brand and elevate the role of loyalty in their communications with consumers. We expect the importance of loyalty programs to continue growing as retailers begin leveraging their existing troves of data to personalize their marketing.
To provide digital experiences that satisfy and personalize human experiences, the experiences need to be connected regardless of channel. Failure to do so would be akin to texting with your friend about upcoming plans, and then you call them “not knowing” what you’re talking about. The experience can’t be siloed.
Embracing the legal landscape with data
This is uncharted territory for marketers. However, it needs to be recognized that a push towards greater privacy is a good thing for the consumer and the marketer. Brand marketers will have to earn each customer relationship and deliver value. For years, our most successful customers have been personalizing content from zero- and first-party data from data stores like internal APIs, CDPs, and CRMs, solving the content bottleneck to realize the 1:1 personalization that customers have come to expect from the brands they trust.
But the legal landscape on data privacy is just beginning to develop, making many industry experts nervous since data is the fuel marketers live on. However, this is why knowing how to leverage existing customer data to produce valuable business results is so vital. By establishing the right data strategy by leveraging zero- and first-party data, the overall digital experience will improve.
When Apple rolled out its new privacy measures last fall, marketers were signaling the doomsday bells. In Movable Ink’s analysis of iOS 15’s content caching, we found that 45% of consumers use the Apple Mail client. According to Wired, the new caching protocol routes tracking pixels “through a relay that strips out (recipient) data gathering.” Contextual personalization was thrown for a loop after this update.
For marketers trying to navigate the new data-private world, the challenge and opportunity is to devise new modes of data collection through existing zero- and first-party data. Data is something that needs constant attention. How marketers collect and integrate data with other systems and how they measure it should be under constant review and optimization, especially with the fluctuating legal landscape.
The future of marketing has always been data, but now that third-party sources are dwindling and more consumers are fighting for control of their data, it’s time to work smarter. The next two years will be a turning point in how marketers collect data and build personalization campaigns.
Instead of focusing on what brands cannot do with all the new laws coming to fruition, this is an opportunity to evolve what marketers’ can do. Balancing personalization with consumers’ increased demands for more privacy, can–and if dont right, will–ultimately lead to more personalized, scalable campaigns that drive revenue and build better relationships with customers.