Consumers will cut ties with businesses that contact them via non-consented channels

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 15, 2022, 9:59 AM GMT+0

While marketers are confident about their privacy-safe data management practices, consumers feel they are not sure if they have control over how their data is being used.

Last year, about 91% of marketers expressed confidence in their data privacy practices. But, a survey of over 3,000 consumers this year found that 60% of respondents are either in disagreement or on the fence about whether they feel in control over how their personal information is used by companies.

Similarly, 60% of consumers have become more conscious of the personal information they share with companies over the last year. More than half (57%) of consumers said they would cut ties with a company that contacts them via a channel where they did not provide consent.

The article suggests that instead of unnecessarily collecting all types of data, brands need to focus on streamlining their data collection processes. Marketers should also unify consent preferences across channels and make their consumers aware of the efforts aimed at ensuring data privacy.

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