Consumers understand more about how brands are using their data than ever before—and they’re not sure they trust what you’re doing with their information. It’s hardly a surprise, considering that huge corporate data breaches have become commonplace.
Problems with information security can damage reputations and lead to serious legal—and commercial—problems for companies.
When marketing to data-conscious consumers, brands have a corporate responsibility, as well as a commercial incentive, to demonstrate why they need their data in the first place. They need to demonstrate a clear value exchange, and treat data with sensitivity.
