Our lives have been made almost incomprehensibly more convenient with the rise of the internet and digital data. With just the click of a button or tap of a finger, consumers can interact with brands and vice versa. As convenient as this is, this immediate access to information and its subsequent proliferation across numerous channels has led to the creation and collection of an inconceivable wealth of data.
Having this information so readily accessible to known or unknown sources — and at risk of theft — has consumers justifiably concerned about personal privacy. In fact, 81% of consumers say the benefits of giving personal information to companies are outweighed by the potential data collection risks they face. Concerns like these have grown so much that organizations must act now if they are to meet these preferences, retain customers, and foster loyalty.
How can the companies who have come to rely on tracking campaign data, consumer trends, and other customer information adapt to these demands? First and foremost, they must gain a comprehensive understanding of what the brand’s target audience wants and how they can better meet these expectations. This can help organizations work toward establishing a balance of protecting privacy while still enriching their digital marketing efforts.
For instance, a recent survey revealed 74% of respondents would like companies to have a clearly visible seal guaranteeing that the brand is not tracking them directly on the advertisement. Similarly, there’s being more transparent in regard to global legislation compliance surrounding the capture and use of personal data. Companies are advised to ensure privacy policies are easily accessible on their websites and users are given the opportunity to opt in or opt out of email campaigns and other specific actions going forward.