Consumers Want Privacy, Data Protection From Brands, Still Love Email
Email remains a durable marketing channel for brands, but other fast-evolving consumer attitudes about marketing tactics are embracing privacy, data protection, loyalty programs, sweepstakes and similar tactics at the expense of “creepy” alternatives.
Consumers are willing to trade data for personalized experiences, but such trades come with high expectations for both the experience and the ways the brand might use that data subsequently.
Consumers are much less forgiving about “creepy” ads that rely on a user’s location data, tracking cookies used for retargeting, and ads that match up with conversations held near smart devices.
Source: Consumers Want Privacy, Data Protection From Brands, Still Love Email
