Do Consumers Love Marketing (Anymore)?
There are two necessary responses from marketers here: do whatever you can to build trust with your customers—and do whatever you can to be relevant. And, from the reverse side, never do anything with your customers' data that would undermine trust. Never do anything with your customer data that would convey irrelevance.
Transparency matters. Providing consumers in layman's language an explanation of how each brand uses data to serve their customers goes a long way toward anticipating skepticism and, for some, dispelling hostility.
Choice matters. Using consumer data to make a personalized, 1:1 experience (one that is driven by segmentation, analytics and marketing triggers) that resonates with customer needs and desires, establishes relevance. Let consumers optout any time they choose to do so, but when you're relevant, that choice is less likely to happen. It's a new week—so how can I spend my time building trust and relevance with customers?