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

“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.