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GDPR/Policy | 4 MIN READ
Infogroup’s data privacy consumer survey revealed that 57% of consumers, across all generations, are concerned when they see a product they searched online in a social media advertisement. This indicates that while consumers do want personalization and relevancy, they are unaware of common marketing tactics that will deliver the products they need into their hands.
To address this, give consumers power over their data. Brands that allow consumers to pick and choose which data they share and when they share it will build trust and alleviate fears as well as encourage consumers to share more going forward.
Beverage company, Heineken gives consumers the power to customize which cookies are collected on the company’s website.
There’s a good reason some consumers are skittish about their data: high profile data privacy breaches. For example, in 2019, a hack of financial data analytics company, Ascension, led to the exposure of over 24 million financial and banking documents that contained social security numbers and important tax documents, making those individuals prime targets for identity theft.
Brands can address consumer fears head-on by being transparent about data protection.
BBC’s local radio website provides in-depth information to donors about how their data is protected.
A rising focus on privacy and new regulations is changing the way brands connect with consumers. The challenge for marketers will be to proactively build trust with consumers by being more transparent and open about their data collection practices and giving consumers autonomy over their own data.
Learn more about how to build consumer trust in an era of eroding data privacy by downloading the complete whitepaper for more findings, recommendations, and real-world examples.