Research by Google and Ipsos reveals that 49% of respondents say that a positive privacy experience with their second preferred brand will lead them to switch from their first preferred brand. Improving online privacy is one of the most important steps marketers can take to increase brand preferences and ensure that nearly half of their customers don't switch to another brand.
A study of 16,000 people from Brazil, Canada, Mexico and the United States revealed how damaging a negative privacy experience can be to both trust and brand preference. As one research participant from Canada put it, “I really want to know exactly what happened. What do companies do with my knowledge? I expect them not only to be straightforward and transparent, but also to use plain language.”
These findings highlight the importance of giving customers a sense of control over their information and demonstrate how to deliver positive privacy experiences that effectively communicate this feeling.
For customers, feeling that control is in themselves is more than just holding control. Privacy tools that allow people to change their cookie preferences and unsubscribe from email marketing can help keep customers in control of their data. But these tools aren't enough to give customers the firmer sense of control they need to trust a brand. Customers also want to know when and why they are sharing their information and understand the benefits they will get from it.
A privacy study conducted in 2021 provides some insight into how to develop these feelings of control. Drawing on interviews with 7,000 people from five European countries, the research revealed that customers want their privacy interactions to be as follows:
Meaningful: Show people what they get in exchange for sharing their data.
Unforgettable: Remind people what data they share when.
Manageable:Provide tools for people to manage their privacy.
This research shows that when brands are able to offer these types of interactions, customers find ads more relevant and experience more positive emotional responses. As one participant from Mexico explained, when companies offer positive privacy experiences, “I will not be afraid to open notifications and I will also read the ads with interest because I will now know that they will bring me something important.”
To understand how these findings might apply in the real world, there are a number of data privacy practices for marketers that make privacy interactions more meaningful, memorable, and manageable.
It is evident that advertisers have multiple measures that they can take to increase customers' feelings of control. The three most effective methods can be listed as the following headings.
Source: Customer Data Privacy Practices - Think with Google
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