To keep up with the fluidity of the modern consumer

Humanity’s relationship with digital media is changing at an extraordinary pace. In 2021, adults in the United States already have an average of 485 minutes a day with digital media. That’s more than eight hours every day. 31% of American adults claimed to go online “almost constantly,” based on a survey of the Pew Research Center.

Due to the increase in digital usage, we are also exposed to thousands of advertisements daily. This represents a dramatic increase over the past decade, thanks in large part to social media, among other applications, which offer large doses of targeted advertising.

Consumers are quite used to the onslaught of advertising, but expectations for relevance are high. 71% expect companies to deliver personalized interactions, and 76% get them frustrated when it doesn’t happen. So, while they spend more time on digital media and online activities and want the abundance of connections to be personalized and meaningful, they are also unwilling to give up personal information to make it possible.

All of this makes building a unified digital identity, built around email addresses, even more important. Using the email address as the key identifier is the most effective way for businesses to ensure they reach the intended consumer with consistent, personalized messages across multiple channels.

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