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The usage must be relevant and well thought out.

This article cautions companies against being “creepy” or “questionable” by making poor use of data. The author emphasises that despite changes owing to GDPR, personal data continues to be a valuable resource for brands and significant opportunities for data gathering and usage still remain.

Having obtained consumer consent, personalisation must be informed by customer data that has been used in a relevant and well thought out manner. In such a scenario, the role of data regulation is then to be a gatekeeper for brands.

While delivering customer experiences, marketers must be mindful of allowing people an option of objecting and opting out to ensure responsible use of their data. How brands use data matters to consumers as about 57% of them don’t trust companies to use their data responsibly, a Chartered Institute of Marketing found.     

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