People Are Concerned About How Companies Are Using Their Data, Adobe Study Displays

Each year, there is a competition between bars in some cities in Brazil, my native country, in which the bar with the public’ ersus favorite meal wins. Last week, I went with some close friends to one of the participating bars and, at the end, we received a form to give our grading of the meal.  

As soon as we started filling this out, a friend questioned the amount of information requested and the reason why they would be asking for so much personal data there. This individual refused to fill out the shape and did not vote. He didn’ t know what they would do with his information.

More often than not, working in a Marketing business, I’m on the side of those who else ask for the data, so as I lived this episode I was reflective: how can we create an environment associated with trust in data collection exactly where it can be useful for both companies and consumers?  

Coincidence or not, in the same week, Adobe published a study that addresses topics related to data, consumers, and rely on. The survey, conducted along with nearly 6, 000 consumers and more than 900 leaders in the EMEA region, managed to get clear that more than 70% of consumers are involved about how companies use their own data.

And, in the perception of most of the frontrunners interviewed (69%), today it is more difficult to build and maintain rely on with the consumer than it was two years ago.

In some ways, my experience with my friend at the club showed in practice the consumer insights revealed in the study.

Let’ s go deeper into it!

Trust is a non-negotiable

In uncertain scenarios and with significant episodes associated with data leakage , as part of your, consumers are concerned about the improper use of their information.

According to the Adobe 2022 Trust Report, 67% of the interviewees intend to stop buying through brands that mishandle their own data.

Using information without permission, not respecting the user’s usage choices and/or violating other data protection policies are no longer tolerated. All care is necessary — fortunately.

As a result of uncertainty regarding the actual safety of data usage, customers tend to trust brands less . This breach associated with trust brings the opposite effect on what, as brands, all of us expect from our customers.

Clients who trust a brand often repeat purchases, recommend services/products to other consumers, post evaluations and positive comments to the company’ s social media. Clients who trust, impact plus drive business growth. On the other hand, customers who experience a breach of trust keep.

Data collection must create benefits for the consumer

Whenever my friend refused to fill out the voting form, myself, as a marketer, understood the value of that information to the organization that was collecting the data. At the same time, I assumed that sharing that data would become beneficial for my friend if the organization had an efficient strategy – and clear benefits for your public.

Even more, if individuals responsible for the competition were able to validate the veracity of the vote and have valuable information to know the profile of botequeiros (term used in Brazilian Portuguese to refer to people who get into bars frequently), my friend could start receiving personalized content material and tips about the world of bars. As I know him, I am sure it would make him very happy.

But he didn’ t know why these were collecting his data. It was unclear to him exactly what would be done with his personal information. And, to be honest, it wasn’ t even clear to me – I am just producing assumptions.

Where do I want to go here?

Let’s go back to the Adobe study again: it shows that 65% of the interviewed people believe the information gathered through digital interactions benefits only the company, not the consumer.

But that’ s not really (or at least shouldn’ to be) true.

We should handle data as a two-way road in which there is a mutual benefit for both sides: business and consumer. While the brand name benefits from the many possibilities that well-analyzed data can provide (I will talk more about that below), the consumer gets personalized experiences and targeted communications.

Making good use of data

Creating an atmosphere that’s personalized and focused on customer needs is a key factor in becoming a successful brand – and data is essential for that to happen.

You need to get the right information and, significantly more than that, know how to use it efficiently.

From an intelligent use of data, it is possible to:

  • Make better decisions, be more assertive and guide business strategies
  • Create, direct and adapt your services/products according to why is more sense to your customer
  • Create campaigns and communications that talk directly to your audience
  • Prospect and reach fitting customers
  • Have more personalized and efficient interactions with your audience

All of these items listed above add value to the client and the brand. In the end, an efficient and well-targeted journey enables a good customer experience. A satisfied customer buys more, recommends, and becomes loyal.

Building an ecosystem of trust

As the Adobe study and my empirical experience show, data security concerns are real . So , the road for leaders is to really prioritize the demands linked to information security, strictly follow data protection and privacy laws (such as GDPR ) and create an environment of trust with consumers.

Collecting real data is a sensitive task and requires a lot of responsibility. Therefore , it is a must of professionals to make good use of it. It might be up to the company to pre-suppose responsibility and be transparent applying the consumer.

In addition to committing to an appropriate use of personal data, necessary our role to educate in addition to generate value with the appui about why we’re picking up data and how they will have the benefit of it too.

Here at Rock Content , for example , when you fill out a questionaire, we clearly state all terms to the user, to set realistic expectations of the devices we are going to do with the person’ s data. For example: as soon sign up to our The Beat newsletter , you know that every Friday you are going to obtain best Marketing trends, far from being tons of advertisements.

If mate had seen the value as well filled out that form in reference to his personal information, maybe today he’d be having a good dark beer at a bar he didn’ t know about in town reported by super-personalized recommendations he delivered. Or not – perhaps he almost dropped into yet another “trap” in inefficient use of data.

The on this site People Are Concious How Companies Are Using Their Data files, Adobe Study Shows appeared first found on Rock Video .

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