Shoppers receive communication from brands they didn't share information with

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2021, 2:49 AM UTC

13% of US consumers reported brands that continued to promote to them, even after frequent opt-out appeals, as per dotdigital.

With the surge of online shopping amid COVID-19, 51% of customers said they had grown more mindful of how their data is used by brands, according to the report. Consumers (68%) are afraid that their data would be handed over to third parties by brands for marketing objectives.

In addition, 69% of US consumers felt their personal information would be shared with other brands without their consent. Consumers also said they got unwanted messages or emails from companies to whom they had not given any information, according to 86% of those polled.

To ensure data security, incorporate data governance into the core of marketing campaigns. Tink Taylor, founder and president, dotdigital Group says, “Ensuring compliance naturally fosters trust.”

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