Data privacy is one of the aspects that users and clients take into account when trusting a company. In fact, as long as they know what the information will be used for, what they will receive in return, and know the company, people feel comfortable sharing their data.
However, not many companies meet these requirements and expectations . This has led to users being more skeptical when it comes to providing their information . This is one of the main conclusions of a report by Ipsos commissioned by Google . For this, 7,200 people in Europe were interviewed to find out what their concerns were regarding privacy .
Another of the study's highlights is that businesses that earn the trust of consumers will gain a competitive advantage. Those that do not pay attention to this factor risk losing the respect of their customers.
According to Google's report, there are three key measures to ensure that a marketing strategy is privacy-friendly and effective . We summarize them below.
1. Data in exchange for a benefit
The study has shown that people feel more comfortable sharing their data when they know what benefit they will get in return. This means that a customer's attitude towards online privacy will change based on the perceived value of the ads.
This gain can be measured and defined in different ways. It may be that they prefer advertising related to their interests or that it is shown to them at the right time. For example, if a user has just been about to buy a product, they may not mind seeing an ad from that company. Other marketing that they find valuable is that which educates or entertains.
In any case, the key is to use your own data , that is, data collected by the company and whose customers have jordan number data agreed to its use.
Users should remember that they have shared their data with the advertising brand. This means that they have actively and voluntarily decided to share it .
Contacting customers unexpectedly is not a good idea, as it leads to mistrust. 68% of those who participated in the study said they were skeptical about how companies use their data for advertising purposes.
Transparency is also essential. 8 out of 10 adults think that companies should provide more detailed information about the data they collect. To get to this point, we must use simple, easy-to-understand language that makes clear what the privacy policy is.
3. Greater control over your data
People want to have more control over the data that is used. Perhaps they don't stop to read the terms and conditions when they visit a website, but they would like to be able to edit it later at a more relaxed pace.
They would therefore prefer options such as unsubscribing to marketing communications, or managing the frequency with which they receive them. People are three times more likely to react positively to advertising when they feel they have more control over how their data is used.