“Marketers are underestimating consumers’ concerns around data use and exaggerating their readiness to opt in to receiving marketing communications, according to research that suggests consent could be an increasingly intense battleground.
Marketers must deploy their copywriting, analysis and creativity skills to convince sceptical consumers that brands can be trusted not to misuse their details, research shows.
The biggest concerns relate to companies keeping promises when seeking permission to use contact details. Two-thirds of consumers are very concerned and 17% fairly concerned that companies won’t keep their promises. They also worry about companies passing on details, with 68% very concerned and 17% fairly concerned.” – Mindi Chahal, Marketing Week, November 14th 2014
Particularly in regard to the storage and use of personal data, this research by Mindi Chahal and the team at fast.MAP may be crucial for giving your prospects the right reassurances and ensure you gain consent in time for deadline day.
In recent years major corporations have seen the data of millions of customers hacked and made available to the general public. Considering the amount of data that can be held about a person (ahem Ashley Madison) trust in those who store data is thin on the ground at the moment.
As such, learning where consumer’s concerns lie is the first step towards easing those concerns and building trust. Once trust has been established, consent to use that person’s data for marketing purposes will follow suit.
This research is key to identifying and understanding those concerns and makes for an eye-opening read.