If automatic biometric, device, and behavioral logins become as commonplace as social logins, marketers will have to up their game.
To marketers, logged-in users are the online equivalents of gold.
They have definitive user profiles, even if their real-life identities are sometimes anonymized as they work their ways across the marketing ecosystem. With logged-in users, marketers don’t need to layer on possible behaviors, attributes, or purchase histories, or make suppositions about their offline lives, as they do with their unlogged fellow travelers.
Now, imagine a connected world where you are automatically logged in by your body, your behavior, or your device…
What will “frictionless logins” mean for digital marketing?
