Throughout the semester we learned about privacy concerns with data and how this problem is on the rise. On the other hand we also learned the value of personalization. Consumers are more likely than ever to purchase brands that offer a personalized experience than one that does not. So how can we provide them with personalization when the barriers to collect data keep increasing? As suggested in the article, marketers should treat privacy seriously and addressed the reasons behind why customers are concerns. The major reason being that they want the company who has their data is to be trustworthy. The following are 6 suggestions from the article:
- The law always comes first, so marketers need to make sure they are up to data on legal requirements and on complying with laws before implementing any marketing strategy.
- Collect data transparently and safe in order to personalize content for customers.
- Make sure not to be overwhelming with floods of privacy notices and consent pop-ups. That communications are clean, concise and straight forward.
- Listen to your customers and understand what they would consider as invasive. Always ask for feedback and make sure to measure carefully the tactics for personalization.
- Make better use of “aggregate and anonymized data” so basically place things such as “Frequently Bought Together” suggestions rather than personalizing content too much.
- Work together as a brand and a company on the issue of maintaining a balance between data and privacy. This should not be a job for one person but rather a responsibility for the company/brand as a whole.
This article gives great advice for marketers that are struggling with this dilemma. Can you think of any additional advice to give other marketers?
Here is the link to the full article: