Marketing in a Minute: Identity Matching & Privacy

Consumers’ concern about privacy is increasing, AND so is their desire for better, more targeted ads. Consumers are giving advertisers more information in exchange for an individualized experience, but they also expect that data to be kept private. Take a minute to learn about how to get personal while staying private. 

(Marketing in a Minute Transcription)

Every marketing innovation that supports better targeting for the consumer is made possible by knowing more about that consumer. The better the ability to match records, the more we will know about a particular consumer.

But, there is a delicate balance between marketing effectiveness and privacy. Consumers’ concern about privacy is increasing, AND so is their desire for better more targeted ads. Consumers are giving advertisers more and more information in exchange for that individualized experience, but they also expect that data to be kept private.

How do we get more personal in a way that consumers will embrace? Ask yourself these questions:

• Am I increasing marketing effectiveness (targeting/relevancy), both with the audience and the message?
• Will my marketing message produce delight, or is there a risk of “creep-out/freak-out”? How personal is too personal?
• Am I (and my marketing partners) protecting the PII and PI of consumers from data breaches?  How well a company protects this data is critical. 

The key to success in today’s marketing and privacy environment is to maintain this balance.