There have been a number of reports recently into the rise of data being collected from individuals through their use of smartphones, tablets, laptops and wearable tech. Many of these reports have purported that often brands know more about us than our neighbours. This has made many consumers wary, but the fact is these reports – largely – are greatly exaggerated. In the main because data collected online is anonymised, meaning names, street addresses and email addresses are not stored. The only link between data and the consumer is an anonymised browser ID. Even so, anonymised data needs to be treated respectfully.
Data is key to driving forward innovative new ways of engaging consumers, but it is key that efforts are also made to help establish trust. The EU cookie directive has gone a long towards educating consumers and giving them the option to opt out. But trust also comes from demonstrating how the data collected about an individual’s preference benefits them and makes for a better experience. This could encompass anything; from more personalised offers through to reducing the number of communications a brand has with an individual so that rather than telling them everything, they are only contacting them with something they believe is of value.
Data collection should be underpinned by clear processes and adherence to data privacy and protection regulations (which will differ country to country). Brands should be up-front with how they intend to their own audience data and also thoroughly check the credentials of any third-party data providers they use too – they should be endorsed by local privacy bodies such as the European Interactive Digital Advertising Alliance (EDAA) for example. The success of digital marketing is rooted in consumers trusting the brand that they are interacting with. If that trust is eroded through poor use of data, brands – not like Steve with his film gaffe - face an uphill struggle to get it back.
By Kevin Tan, CEO of Eyeota.
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