Drive marketing by giving customers power over how their data is used

By our News Team | 2022

By relying solely on zero-party data, you can avoid being too intrusive and help customers develop trust in your brand.

How often do brands find a balance between the benefits of personalisation and customers’ privacy concerns? The most effective tactics employ zero-party data to drive marketing and sales, give consumers power over how their data is used, and build transparency and privacy into every department’s operations.

This is according to Andrew Bourne, Regional Manager Africa at Zoho Corp, which specialises in IT management software for business needs. It operates in Europe, Asia-Pacific, the US and Africa.

Zero-party data is essentially data that the customer provides intentionally. And, while today’s customers may be interested in personalised perks such as weekly smartwatch usage reports, they will likely be driven away by recommendations that are too invasive.

Data Privacy

Photo by Fauxels from Pexels

“The risk behind using inferences for marketing is that companies may unintentionally touch on sensitive topics and drive consumers away in droves,” Bourne says.

“By relying solely on zero-party data, you can avoid PR disasters and help customers develop trust in your brand. Plus, businesses that lead the way in ethical and transparent data collection often gather superior quantity and quality data.”

He adds: “This is because when customers know their data is used ethically and responsibly, they are more willing to provide additional, accurate information.”

Customisation: the best of both worlds

Zoho emphasises that companies can demonstrate a commitment to privacy as a key value by outlining how consumer information is collected and used, and by allowing consumers to manage their own advertising settings.

Giving consumers more control over their data results in more effective targeted advertising. Customised advertising also creates a space where customer and company interests intersect.

“When brands empower customers to create their own experiences, they are more equipped to anticipate and address their demands,” Zoho says.

Assuming accountability for good security practices increases revenue, as companies can avoid potentially catastrophic costs that result from poor security practices.

Consumers are collectively establishing the line between wanted and unwanted personalisation. While crossing the boundary can be detrimental to the brand-consumer connection, successful companies understand predicted customer reactions and work within them.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.