Privacy: Trust me, I’m a marketer
Consumers are growing wary about sharing their data, so what should brands tell them about data use, and how much do people want to know?
Brands have quite a challenge on their hands when it comes to gaining consumers’ trust regarding personal data. New research suggests a culture of growing resistance to sharing such data online, with the vast majority of respondents to a survey by Vision Critical stating that they oppose companies being able to track their internet searches. This figure is further reinforced by the 38 per cent of people who admit that they have purposely given false information to marketers.
Respondents’ answers are based on general principles rather than specific experiences of any brand, but they highlight the fact that consumers are becoming more discerning about personal data, for better or worse.
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