Today’s consumers aren’t interested in generic, one-to-many marketing campaigns and broadly targeted offers. They expect a personalized, boutique experience from the brands they do business with — and they’re likely to ignore anything less.
As marketers, we know that creating those highly customized experiences requires data — a lot of it! But in the wake of recent highly-publicized data breaches and questionable privacy practices by online giants, consumers have become increasingly protective of the very data that powers the experiences they crave.
To complicate matters further, brands are subject to ever more stringent rules and regulations related to data collection, storage, and use. Privacy reforms like GDPR and CCPA have wide-ranging global effects — not to mention stiff penalties for non-compliance.
This perfect storm of competing expectations is enough to bewilder even the savviest of marketers.
In our new ebook, The Privacy Paradox, we take a closer look at the struggle to balance customers’ desire for personalized interactions while fiercely protecting their privacy, including:
- How consumers and marketers view “the privacy paradox,”
- How marketers can enhance personalization by moving beyond third party data,
- How data privacy and security regulations are affecting marketing practices, and
- How brands can take a proactive approach to privacy and security in an increasingly data-sensitive world.
Privacy and personalization can co-exist — but it’s not easy. Brands need to take a thoughtful, deliberate approach to both data privacy/security and marketing personalization — and Marigold Engage+ can help to navigate this complex paradox. Download the ebook now, and then contact us for more information.