Maintain transparency and contextualise content for personalisation that engages

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 08, 2019, 4:44 PM UTC

Up to 86% of consumers worry about their data privacy.

Content personalisation can help brands tailor messages that connect to consumers more on an individual level. Personalised content can be good for engagement but it creates a “paradox” for the brands as consumers are also concerned about their privacy.

When connecting with consumers marketers should be clear in their communication, with a full disclosure for collecting personal data. Being transparent about why data is being collected and how it will be used can help brands to build trust and sincerity.

According to the article, contextual content which is in line with customer expectations and which delivers value to the consumer can help brands with engagement. Brands should secure the data they collect and crosscheck if their data collection methods are compliant with privacy laws.

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[6 minute read]