INSUBCONTINENT EXCLUSIVE:
cleaner inbox without unwanted marketing emails.Which is a huge problem for brands
building trust with consumers is an entirely different kettle of fish
Especially when companies like Cambridge Analytica taint the whole notion of data collection thanks to (alleged) scheming to manipulate
elections.Now GDPR has kicked in, brands are in the most uncertain point in their digital history
Data is the lifeblood of marketing, yet consumers are threatening to take it away
(78%), the police (59%), and even solicitors (44%), clearly brands have a lot of work to do to build up trust with consumers once again.So,
what can brands do to turn the tide back in their favour again Here are five key pieces of advice:Give consumers something tangible in
return for their dataEveryone loves a freebie and research shows that people value offers and discounts enough to part with their personal
Around two thirds (65%) of consumers are willing to give more data to brands in return for a freebie or a discount
you incentivise them to do so
(hopefully) no to both of those, then all you need to do is simply demonstrate that publicly
Consider a page on your website dedicated to easing fears around data collection, outlining the benefits to consumers in a simple way and
telling them what processes and procedures you have in place to ensure the safety of their data
One data protection officer, when talking about data collection and improper use at an ICO conference a few weeks ago, put it in simple
consumers believe that they will become a target for unwanted marketing rubbish if they share their personal information online
Therefore, consumers either divulge as little information as possible, or just make it up
Clearly, brands need to communicate why they collect data and for what purposes
Start with their name and then further down the line, encourage them to sign up to an online account with you, where you can capture
information such as their date of birth and email address
Then offer up an incentive to encourage customers to fill out an online profile in full, including their gender and preferences for products
While GDPR forces you to delete whatever information you have on a particular customer should that customer ask you to, the act of deleting
Usually, different bits of customer data are stored in different systems, making it difficult to see what information you have on one
But by unifying your customer data in one place, and handling permissions via a simple tool, you can put consumers in the position of power
consumer data has been going on for as long as companies have been trying to sell to consumers
In 1841, Dun Bradstreet collected credit information on prospective credit seekers
In the 1970s, list brokers offered magnetic tapes with data on a strange variety of groups, including holders of fishing licences, magazine
subscribers and people likely to inherit wealth.But in the digital age, only 50% of the data that brands have on people is accurate,
according to notable Forrester analyst Susan Bidel
