The vast majority of website visitors browse anonymously. More than 90% of people access pages without filling out forms, logging in, or leaving data that allows for any kind of direct identification. At first glance, this may seem like a sign of respect for privacy, but it also represents a major obstacle for brands. With little information available — often just a cookie or a device ID — it is practically impossible to offer personalized, contextualized, or relevant experiences. The digital relationship becomes impersonal, generic, and ineffective. Without knowing who is on the other side of the screen, companies make mistakes in communication, waste money on irrelevant ads, fail to understand the visitor’s lifecycle, and miss valuable opportunities for conversion, loyalty, and bond building. Furthermore, this scenario favors risks such as fraud, delinquency, and poorly directed investments.
The good news is that technology has evolved — and today there are solutions capable of transforming this reality. By using identity resolution tools, it’s possible to securely and encryptedly cross-reference digital signals with identifiable data, all in full compliance with LGPD and GDPR. These solutions reveal much more than just clicks: they show individualized users, with behaviors, histories, contexts, and different potentials from one another. By recognizing the visitor, the company starts to understand if they have a good credit history, their income range, what their family structure is like, and what their consumption preferences are. All of this is done without violating privacy, but with responsibility, criteria, and ethics.
The impact of this is immense. By stopping treating each access as an isolated data point and starting to see real people behind the navigation, marketing becomes smarter, more efficient, and human. And when we talk about transformation, we’re talking about actionable cases — like Ana Paula (consumer), who when looking for a new hairdryer, visited some websites, compared prices, and considered various reviews. In the end, she purchased the product from an e-commerce site that offered better conditions. But in the following days, she continued to see persistent ads for the same hairdryer almost everywhere. It felt like digital stalking — as if the system knew what she had seen but didn’t care that the purchase had already been made. Besides being annoying, the experience generates frustration. For the brand, it meant wasted budget. For Ana, the impression that, even after purchase, she was no longer relevant.
This approach, still very common, represents exactly the kind of communication that technology can — and should — avoid. If the company had used a digital identity solution, it would have known that Ana had already purchased the product and could have, based on her profile, presented something more interesting and suitable for the moment. By identifying that she has a good income, a large family, and a preference for interactions on social networks, the brand could subtly show her in her Instagram feed a premium refrigerator offer — with high capacity and advanced features — and a special payment condition, resulting from a partnership with the bank of which Ana is a client. Since the bank recognizes her good credit history, it offers an exclusive discount for those using its card. From the moment the identity is recognized, the shopping experience evolves. Ana no longer feels stalked by ads and begins to receive offers that match her profile and the moment she is living.
O que poderia ter sido mais uma interação digital frustrante virou uma “jornada de valor”. Ana passa a se sentir compreendida, respeitada e valorizada. A marca economiza recursos, melhora sua reputação e aumenta as chances de conversão ao investir em uma comunicação mais precisa, relevante e ética. Essa nova forma de se relacionar com o consumidor representa uma mudança profunda na lógica tradicional de marketing. Não se trata mais de exibir produtos para qualquer visitante, mas de compreender quem está ali, em que fase da jornada ele se encontra, quais são suas preferências, necessidades e potenciais. É deixar de enxergar multidões genéricas e passar a reconhecer indivíduos com histórias, desejos e possibilidades distintas.
Do ponto de vista das empresas, os benefícios são evidentes: menor custo de aquisição de clientes, aumento das taxas de conversão, maior fidelização, mais segurança na concessão de crédito e uma gestão de mídia mais eficiente, com menos desperdício e mais impacto. Para os consumidores, isso significa o fim dos anúncios repetitivos, irrelevantes e intrusivos — e o início de experiências digitais mais úteis, personalizadas e respeitosas.
Portanto, ser reconhecido, com responsabilidade, é o próximo passo para que a jornada de compra seja mais eficaz, humana e segura. Porque, no fim das contas, ninguém quer ser só mais um número. E agora, finalmente, as marcas têm meios para agir de acordo com esse entendimento.
