Data collection is the bee’s knees for marketers, and personalized offers and relevant experiences make sharing their personal information seem like a real wingding for consumers. But if marketers don’t use customer data responsibly, they could end up facing a prohibition on data collection.
Recent media reports already indicate that some consumers have the Heebie-Jeebies when it comes to data, and a recent study by Accenture Interactive confirms that not all shoppers think that data-driven marketing is nifty. Although 42% of surveyed consumers believe that vendors and suppliers are good old sports and use their personal data to provide relevant offers, 39% are convinced that their data is being sold. Additionally, 80% of U.S. and U.K. consumers who are 20 to 40 years old think that total privacy in a digital age is a memory from the past. In fact, 87% of consumers surveyed don’t think that there are adequate safeguards in place to protect their personal information, and 40% think that only 10% of their personal data is private.
Transparency is also a major concern for today’s flappers and fellas. According to the study, 70% of consumers don’t think businesses are transparent about how their data is used.
But being transparent isn’t enough. Some consumers also want marketers to mind their own beeswax. Sixty-four percent of respondents expressed concern about websites tracking their purchase behaviors. These privacy palpitations are causing many consumers to hide their data from brands perceived to be two-timers. More than half of consumers surveyed (56%) have gone to the lengths of inputting their credit card information every time they make an online purchase versus having that data stored for future use.
Thankfully, there are still a few birds who know that marketers aren’t trying to pass any wooden nickels. About half of the consumers surveyed (49%) wouldn’t mind having their buying behavior tracked if it meant that they would get relevant offers from brands and suppliers. In addition, 64% of consumers would welcome text messages from retailers that provide offers that match their preferences when they’re in-store. But in general, consumers want brands to use a mix of traditional and newfangled communication channels. Email was the preferred form of communication for 93% of consumers, followed by social media (57%), text (44%), and phone calls (25%).
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