
Sports Sponsorship
Marketing deal would cost around US$51.8-million over three years and aim to boost international tourism. But critics are unconvinced.
DATA PRIVACY
By our News Team | 2022
UK study finds consumers have privacy concerns, but most will share personal data if they can reap the rewards.
Shoppers in Britain are not unhappy with the idea of sharing personal data with brands – providing it is a win-win that also creates value for them.
This is according to a recent study entitled The Person Behind the Data carried out by Ketch, a privacy solution provider. In all, 2,750 UK adults were questioned for the report.
Photo by Fauxels from Pexels
The researchers found that most shoppers (77%) are concerned about the way their data is being gathered and used by the brands they engage with.
However, 81% of respondents said they had also experienced the positives of sharing their data. These included receiving a benefit from the company in question (42%), having a personalised experience (40%) and learning about new products (37%).
Almost all shoppers (89%) say that when data sharing is done right, they see a positive impact on their relationship with a company, and 53% say they even trust the company more.
In return for benefits, consumers are quite willing to share details of their past purchases, demographic information, and entertainment habits in exchange for free samples or discounts. But they are less willing to share personal financial information and content from emails and other platforms.
Consumers will share if brands are responsible
“Consumers are open to sharing their data, provided it is handled responsibly,” said Russell Howe, Vice President for EMEA at Ketch.
“More importantly, giving consumers transparency and control over their data only strengthens the relationship with brands.
“For too long, we have ignored the consumer perspective on data, and focused on regulatory compliance only. By understanding how consumers view privacy, brands can make better decisions going forward. Trust and transparency – that’s what really matters here.”
He added: “A blanket approach, where consumers don’t have any knowledge or control over how data is used, is wrong.”
Ketch defines responsible data practices as:
Marketing deal would cost around US$51.8-million over three years and aim to boost international tourism. But critics are unconvinced.
Changing consumer expectations mean many CX strategies won’t win and retain customers in this new business environment, study finds.
Organisation’s mission is to offer education, insights and events that help drive the evolution of the retail industry around the world.
Sector must take advantage by finding fresh routes to traveller engagement and new ways of building customer experiences.
More than 300 exhibitors representing 15 African countries are already registered, along with 275 buyers from 45 countries.
Global e-commerce giant is said to have postponed SA launch to late 2023 and paused Nigerian market entry until further notice.
On a continent where huge numbers of young people are embracing non-traditional mediums, the rise of podcasting seems assured.
Nearly half of executives interviewed by Deloitte say they face difficulty with developing or implementing the technology.
Issue 4 2022 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides key 2023 insights.
Study identifies ‘global macro movements’ across human behaviour that will shape business, culture and society in the coming year.
The Department of Justice is seeking a breakup of Google’s business that brokers digital advertising across much of the internet.