Customer data is the essential fuel of effective marketing. Is customer consent the new battleground?
Many people are happy to give brands their data in exchange for “free” social media platforms or online information. This is the essential fuel and makes more personalized and effective marketing possible. But customers become concerned if they think their data is being secretly gathered by third parties through web trackers, cookies and device identification. For all that, there has been no real customer consent.
Some tracking technologies and data-gathering techniques are simple and helpful to consumers. They help to give them a targeted and useful browsing experience. But consumers don’t like to think that their search activity might be used to create a very sensitive personal profile – perhaps around their medical condition. That is where data consent may be withdrawn and marketers’ ability to understand and communicate effectively will be reduced.
Inspired by an article in Catalyst magazine, 3Q 2018