|
TRENDS IN E THIC AL MARKE T INGBog'liq sf-418-trends-in-ethical-marketing-guide-0816236
TRENDS IN E THIC AL MARKE T ING
SALE SFORCE
The Consumer
Connection
Our data identifies one reason why
many companies may struggle to balance
their values with their short-term goals:
a mismatch between consumer and
marketer expectations.
It comes as no surprise that when marketers try to deliver results without
a full understanding of what consumers want, marketing strategies can
create unwanted friction. A poorly personalized offer — or even one that
feels too accurate — can turn a potential customer off an entire brand.
And often, rebuilding damaged trust is harder, more expensive, and can be
time-consuming. It’s never the wrong time to lean more into responsible
marketing, because the same strategies that prevent damaged trust can
rebuild, reset, and demonstrate a commitment to earning that trust in
the future.
Responsibility is key, because that’s one of the things that consumers
very much are interested in from the businesses they support. And they’re
willing to work with businesses they think they can trust.
The State of the Connected Customer report found
that 61% of consumers are comfortable with companies
using relevant personal information
if it is used
in a
transparent and beneficial manner.
1
However, the challenge for marketers is often finding a balance between
the need to connect with consumers at scale and the need to respect
their boundaries.
Personalized marketing is nothing new, and despite their concerns
about privacy, consumers do want to feel like businesses care about their
individual needs. Likewise, businesses often depend on personalization
to guide limited resources toward the best return on their investments
— which in turn creates opportunities for new products, features, and
services that leverage insights from consumer data. In other words, both
businesses and consumers need personalization, but that personalization
is most effective when it’s built on a responsible, ethics-driven approach
to marketing.
of consumers say companies collect more
personal information than they need.
1
|
| |
