In digital, knowledge is power. Yet, in practice it's not as simple to gain this knowledge anymore. Customers increasingly choose not to share their data via the websites or apps they use. What can organizations and marketers do to manage customer data correctly? The key: transparency and trust.
Nowadays, gaining insights into the purchasing behavior of your target audience isn't always a smooth process anymore. Recent developments in customer data allow consumers to regain control of their data.
Why it is harder to work with customer data
This is a great evolution, but unfortunately these developments also make it harder for organizations - and especially digital marketers - to do their jobs effectively. There is a lot of doubt about which data can be collected or processed and how to go about this. Many are looking for other, more anonymous alternatives to gain insight into their users’ online behavior.
Three factors influence this evolution:
- Governments imposing new regulations and thus becoming more stringent.
- Consumers becoming increasingly aware of their data and what happens to it.
- Large tech companies starting to leverage data protection as a competitive advantage.