How to build loyalty in the new era of marketing

Organizations can craft authentic, personalized interactions while still protecting privacy.

In brief

• For genuine personalized marketing, it's essential to develop a comprehensive understanding of your customer, relying on dependable, high-quality data. 
• Companies that transparently communicate the reasons for data collection and its benefits to the customer foster greater trust.
• Integrating channel-specific strategies into a comprehensive approach delivers experiences that are personalized and considerate of consumer preferences.

Consumers today are hyperconnected, moving seamlessly across channels and devices. Every interaction shapes their expectations — and every misstep erodes trust. To compete, brands must deliver hyper-personalized experiences while treating consumer data as a privilege, not a commodity. The future belongs to those who master personalization without sacrificing privacy.

At the same time, rising cybersecurity risks, evolving regulations and the consumer privacy revolution are reshaping how companies collect and use data. Zero-party and first-party data strategies are no longer optional; they are essential. Marketers must adapt to a world where third-party cookies are less valuable, and transparency, data quality and consumer consent define success.

Let’s explore how companies can thrive by combining customer insight, personalized engagement and privacy leadership.

Key topics include:

• Building loyalty through zero-party data strategies: Creating deeper connections by collecting and honoring consumer-provided preferences.
• Turning privacy into a competitive advantage: Navigating global regulations while earning and maintaining consumer trust.
• Crafting seamless, channel-specific experiences: Coordinating channel-specific strategies for authentic, personalized interactions.

Using zero-party and first-party data effectively does more than improve campaigns. It strengthens loyalty, drives higher lifetime value and boosts marketing ROI. Over time, rich customer profiles can also fuel broader strategies — like building lookalike audiences to expand reach and turn unknown visitors into known prospects.

Real-time insights from these profiles allow for smarter decisions throughout the marketing lifecycle — from planning to activation to in-flight optimization. But unlocking this value requires more than data collection. It demands the right technology, seamless data sharing across teams and a culture that breaks down internal silos. When everyone in the organization sees a unified view of the customer, brands can move beyond individual tactics to delivering connected, meaningful experiences across every channel.

Turning privacy into a competitive advantage

Today, creating a seamless customer experience requires more than smart marketing — it demands real respect for privacy. Regulations like the General Data Protection Regulation, California Consumer Privacy Act and others have shifted control back to consumers, making transparency and consent non-negotiable. But compliance is just the baseline. Brands that go further — clearly explaining why they collect data and how it benefits the customer — build deeper trust, turning privacy into a long-term advantage.

Trust is now a competitive differentiator. When consumers believe their data is handled responsibly, they are more willing to share information and engage deeply with a brand. Personalization becomes a benefit, not a risk.

Consistency also matters. Brands should coordinate their messaging across channels without repeating the same content everywhere. Each channel offers a chance to deliver tailored, consent-based interactions that reflect what the customer has agreed to share. Respecting preferences across the journey not only strengthens trust but also reinforces regulatory compliance at every step.

When companies treat privacy not as an obligation but as part of the customer experience itself, they don't just meet expectations — they exceed them.

Crafting seamless, channel-specific experiences

Not all channels are created equal — and treating them the same is a missed opportunity. Brands that get the most from their marketing recognize the distinct strengths of each channel and tailor their approach accordingly.

Email works well for detailed, longer-form content that consumers can explore on their own time. Push notifications and SMS are best for short, time-sensitive messages that grab attention quickly. Every channel plays a different role in the customer journey — and brands that understand those roles can deliver more relevant, effective interactions.

But optimizing individual channels isn't enough. To meet the complexity of modern consumer journeys, companies need a true omni-channel strategy — one that combines personalization, proactive engagement and trust-building across the full ecosystem.

By aligning channel-specific tactics within a broader, coordinated framework, brands create experiences that feel personal, connected and respectful of consumer preferences — wherever and whenever the interaction happens.

Navigating consumer-centric marketing

In today’s environment, growth comes from treating data as an asset — and trust as a strategy. Brands that prioritize data quality, adapt to evolving privacy standards, and deliver meaningful, personalized experiences across channels will lead the next era of marketing.

Building a consumer-centric strategy requires mastering several core capabilities:

• Predictive analytics: Anticipate consumer behaviors to engage at the right time and place.
• Dynamic personalization: Deliver real-time, contextually relevant messages based on shifting preferences.
• Unified customer identities: Create a seamless view of the customer across devices and channels.
• Incrementality testing: Understand the true impact of each channel to optimize budget and performance.
• Closed-loop reporting: Continuously feed campaign results back into audience profiles to sharpen future engagement.
• Embedded consent management: Build transparency and trust by offering clear, customer-controlled data choices.

Special thanks to Pernilla Axeheim, Senior Consultant, Ernst & Young LLP, Marc Kawashima, Senior Consultant, Ernst & Young LLP, and QianQian Li, Senior Consultant, Ernst & Young LLP, for their contributions to this article.