6 ways to ease consumer privacy consumer
TRANSCRIPT
6 WAYS TO EASE CONSUMER PRIVACY CONCERNS
DEVELOP TRUSTWORTHY PRIVACY POLICIES AND PRACTICES.
9 out of 10 US Internet users are concerned about
their online privacy.
WHAT DO CONSUMERS WORRY ABOUT?◇ Secondary disclosure, or, companies
collecting and sharing information with other companies.
◇ The security of their private information online.
Consumers are willing to pay a premium for websites that protect their private
information.
USE SIMPLE,RELEVANT,NON-ANNOYINGADVERTISEMENTS.
RELEVANT,
ABOUT AD BLOCK USERS:◇ Ad blocking software blocks
advertisements on web pages.◇ Users are willing to see text-based and
still-image advertisements.◇ They are unwilling to see distracting or
intrusive advertisements.
Consumers are willing to engage ads if they are not annoying and have relevance.
GIVE THE CONSUMER CONTROL.
CONTROL:◇ Consumers want the ability to opt in to
online tracking.◇ Perceived control correlates with
satisfaction.◇ Control creates positive engagement
between consumers and they brands they like.
Having control is important to consumers.
BE CAREFUL HOW YOU APPLY TARGETED ADVERTISING TECHNIQUES.
TARGETED ADVERTISING:◇ Online targeted advertising uses
browsing behavior and other personal information to customize ads to specific consumers.
◇ How do consumers feel about targeted advertising?
Consumer attitudes depend on how companies get the information and how they
use it.
87.3% do not like the idea of companies buying data to target you
74.1% find it okay to track purchase history
and give offers based on customer history
Only 14% of Millennials & 20% of non-Millennials
47% prefer receiving relevant offers over
keeping private
are concerned about rewards program tracking.
REWARD CUSTOMERS WITH PERSONALIZED OFFERINGS WHEN THEY OPT IN TO PROMOTIONS AND DISCOUNTS.
PERSONALIZED CUSTOMER REWARDS:◇ Customers are willing to give up some
privacy to receive discounts & offers.◇ Personalized marketing is more
effective.◇ Most consumers are okay with rewards
program tracking.
Reward customers for sharing information and make sure to personalize it.
SAFEGUARD PRIVILEGED CONSUMER DATA.
CONSUMER DATA PROTECTION:◇ There have been over 5,000 recorded
data breaches in the last 10 years.◇ Data breaches negatively impact a
brand’s finances and reputation.◇ Theft of consumer information is
difficult to recover from.
Companies have a responsibility to proactively address threats to personally
identifying information.
