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Understanding the Disconnect in Marketing

In a rapidly evolving marketplace, brands often struggle to connect with their customers on a meaningful level. A recent study conducted by Data Axle uncovers this pressing issue, highlighting the staggering gap between consumer expectations and marketers' current strategies. Released on July 15, 2025, the report, titled The Connected Customer: Unlocking Relevance Through Unified Identity Intelligence, presents significant findings on the need for personalized marketing methods that transcend traditional boundaries between personal and professional engagement.

The Current State of Personalization

According to the report, while 77% of consumers report feeling emotionally connected to at least one brand, only a fraction of marketers—34%—are successfully implementing strategies that merge their personal and professional data. This shortfall stems from brands' tendency to keep B2B and B2C efforts compartmentalized, ignoring the fluidity with which customers navigate between these two spheres. As a result, marketers end up relying on outdated, fragmented data signals that fail to create coherent customer profiles.

Andrew Frawley, CEO of Data Axle, notes, “Marketing today isn't suffering from a lack of data. It's suffering from a lack of understanding.” This highlights a fundamental truth: effective marketing requires acknowledging that individuals cannot simply be placed into B2B or B2C categories.

Bridging the Gap: The Need for Intelligent Personalization

The survey findings emphasize that consumers aren't solely calling for more personalization but rather an intelligent form of personalization. An overwhelming 78% of participants expressed their desire for enhanced brand experiences through the responsible blending of their data. Furthermore, 85% of consumers demand transparency regarding how their information is utilized. This sets the stage for a vital dialogue about how brands can evolve their marketing strategies.

Consumers now crave a deeper connection with brands that goes beyond mere transactional relationships. They expect to be seen as individuals rather than just parts of a broader audience. The key is building trust between brands and their customers—a trust that is only fostered when brands acknowledge the complexity of their individual audiences.

A Call to Action for Marketers

For brands to thrive in this evolving landscape, they must adopt a new framework that combines both personal and professional data into a singular customer identity profile. This strategy would address the substantial disconnect that currently exists, allowing organizations to foster more authentic and effective interactions.

Despite the overwhelming agreement among marketers about the advantages of blending data sources, many companies face barriers that hinder progress. Older systems, regulatory hurdles, and organizational silos are among the challenges that need to be overcome.

The Future of Marketing: B2Me

The report urges brands to move from a silos-based approach to one that treats individual identity as a strategic asset. Frawley asserts, “The future of marketing is not B2B or B2C; it's B2Me.” This shift toward an individualized focus is essential for enhancing the relevance of marketing, making it increasingly important for brands to develop targeted, thoughtful strategies rooted in customer identity.

Marketers can no longer afford to ignore the rich insights that lie within their customer data. Instead, they need to embrace a comprehensive identity structure that respects consumer privacy while enhancing personalization efforts. The changes are not just technical; they encompass a complete transformation in philosophy regarding how organizations view and engage with their customers.

In conclusion, the insights derived from Data Axle's research surface critical questions regarding the future of marketing in an age where consumers seek genuine connections and trust-driven interactions. Brands willing to adapt and innovate will ultimately thrive, whereas those clinging to outdated methods may find themselves increasingly disconnected from their audiences.

The full findings of the report provide more in-depth strategies for marketers looking to refine their approaches to customer engagement. To learn more about how to bridge the marketing disconnect and create more meaningful consumer experiences, businesses can refer to The Connected Customer: Unlocking Relevance Through Unified Identity Intelligence on Data Axle's official website.