Follow Jim Linkedin Twitter Facebook
Email Jim Email
Marketing & Sales
Nov 1, 2018

Five Tips on Balancing Convenience and Privacy

Sponsored Content provided by Jim Ellis - Vice President, Account Director, Signal

Connectivity is accelerating our lives, and marketers must keep up by working smarter.
 
The trend encourages convenience as the bottom line – delivering value to customers as quickly as possible. However, as data becomes more accessible, consumers are pushing back against perceived corporate invasions of privacy.
 
How do we balance convenience and privacy to ensure our audience does not feel invaded? The five best practices below are a great start.
 

1. Remember that trust is of utmost importance

While it’s true of all business ventures, building consumer trust is more essential in online marketing. Most people aren’t that aware of how data collection works, so they naturally feel uneasy when targeted advertising begins showing up immediately after an online search. It’s our job to use discretion and good judgement to effectively communicate with our customers.
 

2. Build transparency to build trust

One way to ensure your customers don’t feel tricked is to offer an honest and accessible overview of what data will be collected and how it will be used. The privacy policy is a perfect place to do this, providing opt-out pathways and further reading on data use at your company. When people feel clear about their interaction with your company, they’re more inclined to do business with you. Tell them the truth, so everyone can rest easier.
 

3. Empower them with control 

It’s a basic human desire to have control over our environment. This instinct applies to our online transactions. The more control you offer your customers about when, what and how much data they’re sharing, the more they will feel empowered to do business with you. Offering a clear option for minimal data collection is a sure way to improve trust and customer satisfaction.
 

4. Know where the line is

How tolerant are consumers when it comes to using their data? The line is often unknown until it’s crossed. The past few years have seen many high-profile companies face legal consequences for overstepping data collection and usage. One notable example is when Facebook was sued by Europe over alleged privacy violations in 2016. Facebook’s size allowed them to weather this event, but smaller companies may not have the same resilience for retaining trust.

 
5. Aim for consumer-initiated transactions

As opposed to brand-initiated interactions, using data to help consumers easily locate and purchase what they already want is a subtle but important way to reframe the interaction. Trust that customers will seek out what is meaningful and help them get to it with channels that are optimized for user experience and usability.

 
Special Note on GDPR

Businesses that market their products in the EU must comply with the new General Data Privacy Regulation (GDPR). Transparency and empowerment are two critical components of this new legislation.

Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.

Signal remarketing d02 jgartboard1
Ico insights

INSIGHTS

SPONSORS' CONTENT
Img 0621

Tax Evasion Versus Tax Avoidance

Karen Durda - Century Accounting and Tax Services, Inc.
Mike stonestreet 300x300

Leasing in a Community Association

Mike Stonestreet - CAMS (Community Association Management Services)
Aaeaaqaaaaaaaaidaaaajdhiztrkodm0lte2yjetngrkmy1hotrmltawmdvlmwqyztmymw

Please and Thank You Go a Long Way

Diane Durance - UNCW Center for Innovation and Entrepreneurship

Trending News

Chef And Managing Partner Dean Neff Leaving PinPoint Restaurant

Jessica Maurer - Feb 20, 2019

Business Owners, Elected Official Among TEDxAirlie Speaker Lineup

Johanna Cano - Feb 20, 2019

Pita Delite Welcomes Diners At New Landfall Shopping Center Location

Jessica Maurer - Feb 20, 2019

ILM's Travelers In January Reach A Record

Christina Haley O'Neal - Feb 19, 2019

Appraisal To Move Forward This Week On Former Wave Transit Building

Christina Haley O'Neal - Feb 20, 2019

In The Current Issue

Navy Week To Coincide With Azalea Festival

The U.S. Navy is coming to the Port City this spring, coinciding with the N.C. Azalea Festival. Wilmington is among the 14 selected sites –...


Food Hall Trend Coming To ILM

Food halls have been popping up throughout the United States, often in downtown cores. Some estimates predict that there could be more than...


Tourism Group Names Azalea Festival Top Event

The Southeast Tourism Society recently named the N.C. Azalea Festival one of the group’s Top 20 Events in the Southeast for April this year....

Book On Business

The 2019 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

Health Care Heroes 2018
2018 WilmingtonBiz Expo - Keynote Lunch with Eric Dinenberg, Rouse Properties