be transparent about how data is collected and used ;
Posted: Mon Jan 06, 2025 7:00 am
How many times after making an online purchase have we been literally persecuted, for days if not weeks, with ads that offered similar or identical products and therefore totally irrelevant? According to a Gartner survey, 38% of consumers decide to abandon a brand if personalized initiatives become “creepy”, that is, if they are so insistent that they become disturbing. One of the main concerns of marketers should be to keep the “creepiness” of the digital personalization in which they are investing under control : the risk they run is to erode the credit of trust accumulated and to jeopardize the possibility of future loyalty.
If consumers are willing to share their data as long as it translates into iran whatsapp resource better products and experiences, then to live up to their expectations, companies will need to:
refuse to implement advertising algorithms that bombard users with suggestions for products already purchased ;
allow consumers to opt out of data collection if they are not comfortable doing so (making this option clearly visible across all their digital channels) .
Digital personalization is one of the most powerful tools used to engage consumers. It is also, as we have widely demonstrated, one of the most “dangerous”. And so brands should make sure to use it in the most responsible way possible, to avoid compromising the trust they enjoy and losing a huge competitive advantage.
Moving from an ideal plan to a much more concrete one: how to achieve personalization in order to increase trust in your brand?
If consumers are willing to share their data as long as it translates into iran whatsapp resource better products and experiences, then to live up to their expectations, companies will need to:
refuse to implement advertising algorithms that bombard users with suggestions for products already purchased ;
allow consumers to opt out of data collection if they are not comfortable doing so (making this option clearly visible across all their digital channels) .
Digital personalization is one of the most powerful tools used to engage consumers. It is also, as we have widely demonstrated, one of the most “dangerous”. And so brands should make sure to use it in the most responsible way possible, to avoid compromising the trust they enjoy and losing a huge competitive advantage.
Moving from an ideal plan to a much more concrete one: how to achieve personalization in order to increase trust in your brand?