Brands must provide consumers fresh-opt ins to deliver a favourable experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2019, 2:14 AM UTC

They must implement a respectful, empathetic and audience-ware strategy.

This article states that many brands gather a lot of customer data without having a clear idea of using it efficiently.  As consumers expect brands to protect their privacy, regulators now are holding brands to it. Great customer experiences are created by using a respectful, empathetic and audience-aware strategy.

Customers increasingly want control over their data and are more likely to favour brands that give them control. So businesses can create great experiences by providing fresh opt-in alternatives to track people. This could mean motivating customers to authenticate on websites and mobile applications.

Marketers must also destroy data that no longer serves a purpose, as fast as possible, to prevent data breaches that erode consumer trust. Meticulous protection of customer data helps win the trust of the consumers being served.

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[6 minute read]