It’s only a matter of time that privacy concerns compel businesses to step back from the stance of capturing all the data they can and leveraging it freely. While the movement has begun, there’s still a long way to go.
Personalization vs. Privacy: Where’s the Fine Line
APR
09
We often think personalized customer experiences and data privacy are mutually exclusive yet critical. Can we leave one out and focus solely on the other? Not really.
The Case for Privacy
In several locations worldwide, data privacy concerns are on the rise.
According to a Statista report around current attitudes toward personal
data use in the U.S., 2021, a majority of respondents were at least a
little concerned about their data being collected online. Only 17%
agreed they weren’t worried at all.
According to another survey from Feb 2021, over half of U.S. respondents said they were more concerned about data privacy than a year ago. Only nine percent said they were less concerned.
COVID-19 escalated cyberthreats to another level, with people working remotely and carrying out all critical activities online. That didn’t add to trust-building for sure.
The Case for Personalization
And then there’s personalization. Any informational material that talks
of marketing, sales or customer experience will touch upon
personalization as a way to distinguish yourself from others in the
competition.
Consumers now expect personalized experiences on the daily. They like it when you capture relevant information to learn about them and tailor their experiences to save them time or mental bandwidth.
Across the marketing board, personalization has become the norm, with giants such as Amazon and Netflix leading the game, raising bars for the rest of us.
It’s only a matter of time that privacy concerns compel businesses to step back from the stance of capturing all the data they can and leveraging it freely.