Marketers need to balance personalisation and data safety to win consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 12, 2020, 8:05 AM GMT+0

According to a 2019 RSA survey, consumers’ primary concern regarding ad personalisation was the security of personally identifiable data.

Most consumers are willing to share personal information in return for customised, relevant ads, but they are also worried about the safety of their personal data. The survey found consumers were also concerned about the sale of their data to third-party companies without their knowledge.

To win consumer trust, companies need to ensure responsible use of customer data while personalising online campaigns. Organisations further need to assure customers that their data is safe and secure.

Brands should also understand that unethical use and sharing of customer data could cause potentially cause massive brand damage and legal complications. Companies can implement website agnostic customer data platforms that collect non-personal user information, instead of using technologies like third-party cookies to target audiences.

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