10
TRENDS IN E THIC AL MARKE T ING
SALE SFORCE
At Salesforce:
Consumers would provide better
data about themselves
if marketers can provide a
more personalized experience that actually addresses
their needs. The key is communication, especially as
brands build new understandings of the consumer data
relationship. The more that communication is built into
the collection process
with things like tooltips, guides,
and in-app content, the less work falls on both
marketers and consumers to facilitate it.
Collect and respect preferences:
Consent is a key part of
connecting with your customers effectively. More than one
in ten consumers are more likely to buy from companies that
have clear and understandable
data privacy policies, and three
in ten are willing to share data, provided they get value in return.
When companies build ways for
people to communicate what
they prefer — in terms of things like contact methods, cadence,
and types of offers they might be interested in — it creates a
better customer experience while reducing the guesswork
for marketing teams.
Deliver clear value:
Examples
of clear benefits including adding
convenience — like thanking them for community involvement by
sending a special offer. Customers are more willing to provide
data if they know how it will improve their experience. Give them
a reason or benefit for providing the
data and be sure it makes
sense and is commensurate with what they’re giving up in
exchange. This is an opportunity to highlight the effort you put
into personalization by creating clear, concise explanations that
build trust.
