Data privacy is top-of-mind for consumers and with that comes more caution when sharing personal details and an increasing demand for data protection. Yet, marketers need information on their consumers – such as behaviors and preferences – to provide the elevated experience consumers expect. In addition, consumers still crave the benefits they get from sharing their information. For example, Infogroup research has shown that consumers will trade personal information for deals such as free shipping and loyalty rewards programs, relevant products, or personalized communications. What is a marketer to do?
Why consumer data concerns matter to marketers
Concerns about data privacy have led to more regulations and more restrictions for marketers. The California Consumer Privacy Act (CCPA) and Europe’s General Data Protection Regulation (GDPR) have changed how companies communicate, putting pressure on brands to collect data that will improve their products and customer experience while remaining compliant with new regulations.
In order to help marketers understand and address changing attitudes towards privacy, Infogroup surveyed 1000 consumers to uncover how marketers can build trust in an era of changing expectations.
Here are 3 ways brands can address consumer concerns about privacy:
1. Provide clear communications about data privacy
Marketers can reduce consumer anxiety over data privacy by clearly communicating privacy policies and being transparent as to how and why brands collect data.
IBM’s online privacy outlines the brand’s use of consumer data and includes two TRUSTe privacy certifications to help build trust.