Improving customer privacy, online, is one of the most important steps in digital marketing campaigns to increase preference and ensure that almost half of your patients do not switch to another brand. Research by Google and Ipsos reveals that 49% of respondents said that a positive privacy experience with the second-choice brand would lead them to replace the first.
The study, which involved 16,000 people in Brazil, Canada, Mexico and the US, also revealed how much a negative privacy experience can damage both trust and brand preference. These findings highlight the importance of giving customers a sense of control over information and show how good it is to deliver positive experiences.
It is essential for clients to feel in control of a situation. Privacy tools that allow people to change their cookie preferences and opt out of email campaigns are helpful in keeping their data secure. But these actions are not enough to give a sense of substantial control to those who need to trust a brand. Today’s customers also want to know when and why they are sharing their information, as well as understand the benefits they will receive from doing so.
Customers currently want privacy interactions to be:
- significant. Show, what you get, in exchange for sharing your data.
- memorable. Remind them what data they shared and when they shared it.
- manageable. Provide tools for people to manage their privacy.
There are a number of data privacy practices in place that can be implemented to make privacy interactions meaningful, memorable, and manageable.
Among the actions that allow customers to increase the feeling of control, we can highlight the following actions:
- Ask how, and how often, people want to be reminded of their privacy settings.
- Request consent to personalize the experience of a website.
- Provide additional guarantees to customers by personalizing the experience of a website.
Privacy practices can have a major impact on customers’ perceived sense of control and therefore increase positive emotional responses. Perceived relevance in ads and customers’ willingness to trust brands creates a win-win scenario.
Marinho, MH & Tran, E. (2023, February 8). Customers want control over their data — and won’t hesitate to switch brands to get it. Think with Google. https://www.thinkwithgoogle.com/future-of-marketing/privacy-and-trust/customer-data-privacy/