The personalisation versus privacy paradox in digital marketing

The personalisation versus privacy paradox in digital marketing
24
Aug 22

Christopher Brown

Customer Experience

We are in a little bit of a conundrum. Leading customer engagement platform Twilio states that consumers want personalisation without giving up their data. Let’s put it this way, how do you buy a thoughtful birthday gift without knowing more about the recipient?

To provide consumers with personalisation, marketers require data, it’s as simple as that. We cannot talk to anyone in a way we think we should – it leaves too much room for misinterpretation. There are plenty of marketing blunders out there to prove my case. But a paradox arises for businesses when consumer attitudes change toward sharing data online.

Why the reluctance to give their data?

Consumers are actually fine with giving their data to receive a personalised service in return. The problem they have is when brands sell their data to third parties. Businesses do this. I'm not sure how since we don't do this, and that’s the key here. You must ensure that online visitors are well aware that their data will not be sold to third parties.

This reassurance alone will make more people willing to give you their data.

Let them willingly and enthusiastically give you their data

You do not need to buy data. Focus on first-party data by getting it straight from the source with their consent. You do this by offering quality content in exchange for their data.

These are prospects that want a connection to your brand; they want to create a relationship. They may even just be curious about your brand and definitely want to receive a personalised service afterwards to get a feel for you.

Why you need the data to come from them directly

For years, digital marketing companies have relied on gathering as much consumer data as possible from as many sources as possible and inferring what consumers wanted. In addition to being frequently intrusive, the results were often inaccurate as well. More than two-thirds of respondents to a Deloitte study reported that third-party data about them was only 0%-50% accurate.

This goes to show that lean data is perhaps more important than big data – having accurate data on consumers rather than a lot of it. It’s also important to note this when your customers provide you with information. For example, if a customer states they don’t like a particular product you sell, it would make sense to ensure they do not receive any marketing around it.

How can we help you gather data?

At League Digital, our team of B2B digital marketing specialists understand how customers behave on online platforms and we apply this to help build brands that customers love. Using innovative technology and proven methodologies, we help you better connect with your customers at every touchpoint with our data-driven approach.

Find out more about our customer experience service.

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