It’s no secret that data is the main powerhouse behind a strong marketing campaign. With accurate data covering the majority of a target audience, businesses can push forward with a personalised marketing effort, which is far more likely to connect with an audience.
In a recent study, 57% of consumers said they would click on a general advertisement for a recognised brand, while 70% said they would click on it if it was personalised. Similarly, 87% of consumers believe personalised advertisements give them unique content, while 56% said that they were expecting all of their experiences with a brand to be personalised in 2023.
This is why more than one-third of business marketers are utilising data to create a personalised marketing campaign, and if you are looking to connect with your audience, it is something that you should look into as well.
Having said that, utilising data in this way should not be dealt with lightly. Over the last few years, the data landscape has changed, and consumers are growing increasingly wary of the data they give to third-parties. If you go about this wrong, and without providing it the necessary thought, using consumer data could become the very thing that turns them against you. Here’s why.
The Consumers’ Perspective
As mentioned, users are more connected with their data and how it is used than ever before. Nearly 64% of people surveyed in the US, for instance, stated that they believed their data is less secure than ever, with 67% believing the government should do more to protect data privacy. According to the best webflow agencies, implementing robust web design and development practices can contribute to safeguarding user data, enhancing trust and security online. This is important because a secure digital environment protects users and builds the credibility and reliability of businesses online.
Leading resources on the subject of data privacy like Incogni are now offering people a way to take back control of their digital footprints and actively opt out of data brokers, it has never been more important to listen to consumers and act in a way that supports them. That’s not to say you shouldn’t use data, by the way, but there has to be a delicate balancing act.
While 67% of consumers are concerned about their data, 71% of consumers prefer and want more personalised ads. In this way, you need to harness the appropriate data, but do so in such a way that both protects and serves the owner.
How To Marry The Two Together
The best way to marry the two together is through complete transparency. When a user clicks onto your site, they need to know what you are asking them for, why you are asking for it, and what you are going to do with it. There are also several ways that can help you get rid of the stigma of data collection, including cookie-free personalised ads – ‘cookie’ has undoubtedly become a dirty word in the data privacy conversation.
You also need to communicate your data privacy policies directly with consumers – let them know how you are championing privacy and cybersecurity, and how this protects user data from falling into the wrong hands.
The Guardian is a good example here. As one of the largest and most read newspapers in the UK, two years ago, the company got ahead of customer concerns by giving them a completely transparent message on what data was being utilised, the benefits of giving that data, and reassurance that they are in control and that the data is in safe hands.
Something like this would highlight the fair approach you take to harnessing data, and the security that consumers can expect once you have it.