On many of the lists that came out in the beginning of this year regarding the direction that business will take this year was the topic of privacy. Last year saw a number of data issues, and an increase in people being more aware of the digital decisions they’re making. More emails, more social posts, more audio, more content of all kinds is being created every day, and on an increasing pace. Today I thought we’d talk about data, privacy, and how all of it ties into ads and marketing.
Whether we’re talking personal or professional, no one really wants their information stolen. So it goes without saying that people and businesses need to be more conscious of the information they’re putting out into the world, that protections are improving and kept updated, and that people’s information is respected and not taken advantage of when information is shared.
From a marketing and business perspective I think it’s great that we’ve got so much data to tap into, it gives us the ability to spend our marketing dollars smarter because we’re able to tap into the people we want to target and not those who would never buy from us. The other side of it is that we have to be more respectful than ever of the information we’re given or able to tap into, because it’s easier for trust to be broken and for us to lose a potential life-long customer because we spammed them or were disrespectful of their trust.
From a customer perspective, they’re still willing to provide their information, as long as there’s a clear reward and their information and privacy is respected. It’s one reason why it’s so important to have not only an unsubscribe button in all emails but also a link that will allow them to update or remove information including email address and physical address. If you’re requiring information more than name and email up front, make it clear why you’re requiring that information, and consider if it’s really necessary at that moment or if you’re just trying to squeeze information from them.
So what are your thoughts as a business and a consumer when it comes to data and information? What is your company doing to help protect your customers and take advantage of the information that’s available?