How to Win Back Consumer Trust Using Responsible Data Usage in Partnerships


Understanding the driving force behind issues about consumer privacy is essential to making accountable and ethical decisions about the proper use of consumer information. Billions of information points are eagerly provided every day in return for different services-place and pictures on social networks, emails to newsletters, message history to predictive text-and it can be simple to begin viewing this information as a resource to be exploited despite customers calling for the right to choose anonymity. How can marketers make responsible use of these data to achieve customer confidence?

First, the distinction between “share” and “trade / sell” is crucial. As the quantity of data accessible continues to expand to cover almost every aspect of the life of our clients, we often forget that as people posting internet information has always been a way to share with friends, family and peers. That language did not alter as information began to be exchanged for products and services— our clients are continually “sharing” pictures, places, emails, ages, and more — but as marketers sought methods to engage clients, our view changed to seeing that information as ours; something traded for our services or used as a currency.

Is it any wonder that clients feel betrayed and held back the information they share against this use? Too often, we concentrate on getting around regulation and characteristics such as GDPR and ITP in industry papers and events so that we can do company as normal. Our clients have told us that company is not acceptable as normal and, in turn, they have provided us with a clear roadmap to improve.

Our challenge is not to discover the workaround-our challenge is how to create and retain confidence by respecting the privacy of our clients and using the information they have shared responsibly to enhance their experience while at the same moment promoting our products and services.

This perspective leads to two important questions:

  • How can we use anonymous data to improve the customer experience?
  • Do our services provide enough value to customers that they are willing to allow us to share their data?

It can be hard to activate this abundant client information in an smart fashion and clients are shy of being identified. The way advertising and sales organizations monetise this information is lacking in confidence. Our present targeting attempts driven by information and automation often leave a client feeling that their privacy has been breached and has a adverse effect on the picture of a brand. Rethinking the methods we approach client communication and transparency is not hard (we are all clients!), but it requires a change from a traditional digital marketing mentality.

The channel of partnerships— including influencers, strategic B2B partnerships, subsidiaries, and more — offers a distinctive chance to retain client confidence in their favorite companies and services to offer personalized, enriching experiences and goods at the correct moment in their purchasing procedures. It can be achieved in a truly conversational and vibrant manner to find fresh and re-engaging current clients.

Examples of responsible data use through partnerships:

  • Major airline partners with a lodging provider to send customers directly to available listings in the city they are travelling to. The airline leverages the data it has about the customer (where they are going, what fare class they are travelling in, their loyalty program status) in a safe and responsible way that does not compromise customer privacy but instead helps their mutual customer complete their trip preparations and discover experiences they may never have found.
  • A retailer working with micro-influencers leverages aggregate product and category performance data from influencers with similar audiences to send content suggestions and product information to their new partners. This becomes even more effective when automated, personalised communication tools are used to provide influencers with content their audience will find valuable right as it is going viral, which in turn drives enthusiastic engagement with the retailer. These same happy customers share their own experiences and the message continues to echo.
  • An events ticket seller partners with streaming music services to deliver local concert details to the app that the customer is listening through. Customer location, listening history and artist data is used to dynamically present the customer with the chance to hear their favourite music live – delightful customer experience and an incredible value add, not to mention a very efficient and high converting channel for the seller.

In these examples, clients retain their privacy while enjoying the sharing of information between brands creating a custom recommendation and buying route. They also share another significant resemblance-they use the recent monitoring, reporting, communication, and contracting techniques to share this information securely and evaluate their collaborative outcomes. Automation and precision offer these partnerships the capacity to scale confidently. Technology has provided both established and emerging partnerships fresh and almost limitless opportunities.

Tools that promise instant personalization through algorithmic modeling and proliferated real-time, AI-driven customer interaction. But public sentiment and government policy have obviously stated that clients do not want to be targeted or “followed around the internet.” Instead, customers turn to sources and interactions they trust and discover value in providing suggestions, and it’s time to begin engaging in that discussion authentically instead of just flashing “appropriate” advertisements wherever they turn or fill their inbox with offers. The changing channel of data-driven partnerships offers just that chance.


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