Now more than ever, consumers and regulators worldwide are becoming increasingly sensitive about how data are collected, gathered, sold and used. Big tech companies are reacting: Google is expected to phase out third-party cookies from its Chrome browser, while Apple prompts users to opt in before sharing data with app developers since its latest operating system update.
Those changes imply that in the future, it may not as easy for brands to target consumers as it is today. Some industry pundits see a near future in which “sustainable” data collection and usage will be part of a new ethical standard, comparable to emissions reduction and ethical sourcing.
Stricter data privacy standards and increased transparency
around the sourcing and usage of users data may be good news not only for
consumers, but also for companies. Consumers often do not know how their own
personal information are used and misused; despite that, research shows that
~50% of consumers would be “happy to share” data with brands they trust (Edelman).
Increased quality in data collection and gathering could also enhance returns
on ad spend. Last but not least, explaining consumers how data is being used could
be a marketing opportunity itself.
Reference: https://www.businessoffashion.com/articles/marketing-pr/are-you-using-consumer-data-ethically
No comments:
Post a Comment