But who can blame them — being marketed to with data you never explicitly shared with a brand is unsettling. These tactics ignite questions that don’t have pretty answers: When was this data collected? Where was it collected? Who collected it? And how did this brand obtain it?
No one wants to feel like they are being watched and stalked across the internet. Modern consumers are over it:
Not only are consumers over having their data collected and sold without their knowledge, they are taking action to protect their data and prevent this from happening:
However, this is not a green light for brands to abandon their personalization efforts. With more competition than ever, brands need to cut through the ruckus to effectively reach their audience lest they get muddled in with the background noise.
Despite these rising concerns about personal data collection and privacy, consumers do not want brands to treat them like a stranger:
Consumers crave personalization as much as they desire privacy, which means this is a ripe opportunity, not an obstacle. Consumers love brands who can personalize their experiences in transparent, ethical ways:
Beyond this, consumers are willing to voluntarily share their personal data, preference data, and more in order to receive unique, personalized experiences:
Now is the time for brands to collect zero- and first-party data in order to deliver better, personalized experiences to their customers. Just because consumers are prioritizing their privacy more than ever before does not mean consumers have stopped wanting individualized experiences. This is an opportunity for brands to deliver personalized, data-driven experiences while building trust through ethical data collection and activation.
To see how leading brands gather first and zero-party data at scale, check out The Complete Guide to Zero-Party Data.