Privacy should be brands’ top priority

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 16, 2021, 1:40 PM UTC

With the rise of personalised devices and experiences, organisations should think and plan new ways of protecting consumer privacy.

Data is the key to personalisation and improved customer experiences. Since data drives the Internet of Things, 5G, and people connect devices and data in new ways, the centrality of data will only grow in importance.

The author contends that a company’s approach to privacy will impact its reputation, its brands and its management. To gain consumer trust, businesses should find a way where data can be used in a manner that prioritises maintaining consumer privacy.

Tech companies like Apple recognise that a focus on privacy can earn them customer trust. While designing privacy policies, brands should also keep in mind that their company culture would be impacted by their handling of their customers’ and employees’ data privacy.

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