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For example, it’s customary for modern consumers to be able to do things like easily unsubscribe from mailing lists and decide how (and if) brands use cookies to track their behavior. However, savvy business owners understand that it takes more than just actual control to make their customers feel they have the final say regarding their data. They also want answers about: Why they’re being asked to share specific data in the first place When (and how) data is being collected from them What benefits they can expect to receive in exchange for sharing their data.
According to additional research conducted by Google in 2021, today’s consumers want their dealings with their favorite brands to fit the following criteria. They want interactions to count for something Digital-age consumers don’t like feeling “sold to” when it France Phone Number Data comes to the marketing material they’re exposed to, nor are they used to it anymore. And that approach isn’t really effective at inspiring people to willingly hand over their data. What they want are meaningful experiences that are helpful, entertaining, or enriching – marketing content with enough value that it doesn’t feel like marketing content. Some ways to deliver this include customizing advertising according to your customers’ interests, saving your customers money, or helping them make more of their valuable time.
They want transparency No one likes feeling ambushed by a given brand’s advertising or outreach efforts. People need to feel as if it is ultimately up to them to share their information with a brand, and marketing material won’t be welcome otherwise. Digital-age consumers demonstrate the highest levels of brand loyalty toward companies that aren’t afraid to build trust by being transparent and upfront about the information they collect (and what it’s used for). policies and delivering key information in clear, concise language that’s easy to digest. They want to feel empowered People are as concerned as they are about their data because they don’t want it sold without their knowledge, or otherwise misused.
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