Privacy can be made an integral part of the digital experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2020, 12:39 PM UTC

Companies must “act beyond basic compliance” to earn customer trust.

This piece states that if businesses are just focused on complying with data regulations and think of it as a burden, they’re missing an opportunity. Gabe Morazan, director of product and digital governance at Crownpeak states that the knowledge that they (consumers) have rights is something that has become a “part of daily life.”

Despite multiple ICO warnings in the UK, some brands are functioning off of implied consent. Morazan urges “enlightened” brands to realise that privacy can be made an integral part of the digital experience.

Brands reliant on personal data must invest in higher-quality content and adapt transparent ways to gain consumer trust. Further, brands taking the right steps to “act beyond basic compliance” will be able to build trust and increase customer lifetime value.

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