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%).
It looks like marketers will have to give a roaring effort if they hope to win consumers’ trust. So instead of putting on airs when it comes to data use, marketers should be puttin’ on the Ritz.
We know you love infographics. Check out some more Direct Marketing News originals.
