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The fire sale on consumer dataBog'liq sf-418-trends-in-ethical-marketing-guide-081623The fire sale on consumer data:
Data drives AI models, and marketers
know how valuable high-quality data can be for delivering accurate
personalization and insights. But those insights don’t come from more
data — they come from better data. Despite increased focus on zero-party
and first-party data, many organizations still rely heavily on third-party
information. Marketers can do more with less if they prioritize the higher
quality data: zero-party and first-party data. As a result, the increased
signal-to-noise ratio will help create more accurate and relevant insights,
reducing the effort required to connect customers with desired solutions.
Trust matters for marketers:
When it comes to marketing, nothing
matters more than trust. But uncertainty about how to navigate ethical
questions is driving a loss of confidence among consumers — and that
could have serious consequences on things like bottom line and
brand perception.
For all of these reasons, ethics has a role to play in the future of tech-driven
marketing. From obtaining truly informed, explicit consent, and respecting
privacy preferences, to reacting as new legislation wrestles with emerging
technology, a responsible approach to marketing won’t just be a nice-to-
have. It will be an essential part of both meeting consumer expectations
and maintaining hard-won reputations for trusted businesses.
81% of consumers believe
they have very little or no control
over their personal data once it's
shared with companies.
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1 The Future of Privacy and Analytics, Salesforce and The Harris Poll
(May 2022)
2 Ethical Leadership and Business, Salesforce
3 Americans and Privacy, AU10TIX (April 2022)
Growing customer expectations
related to data privacy
Regulatory compliance
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