Author: N/A
Publisher: The Marketing Analytics Show
Publication Year: 2022
Summary: The following article discusses how successful marketing is centered around building trust and relationships with consumers. In a world of cookie pop-ups and privacy invasions, consent and full transparency about data use are more relevant than ever. With the need to comply with legal policies, businesses often take a business-focused legal approach to data collection to mitigate risks for the business. However, embracing an ethical, consumer-centric approach can promote trust between the business and its consumers. This approach entails communicating and empathizing with consumers about what they want, how they feel about their data being collected and used, and how they are impacted. In a culture that prioritizes privacy, there exists an overlap of a legal aspect, a technical aspect, and a marketing aspect, but it is nearly impossible to find people who are skilled in all three. To make steps toward an ethical marketing strategy, industry experts should take inventory of what tools and data are available and conduct an impact analysis to investigate whether the data was collected and used with consent.