News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Intent HQ: Consumers want brands to be honest and transparent about data collection
Being open and honest are important aspects of a personal relationship, and that goes for the relationship between a brand and consumers, too. A new infographic from Intent HQ provides insight into the hows and whys of honesty versus cookies.
Online advertising personalized through data from cookies isn't going down well with consumers. Almost 9 out of 10 respondents to a survey by Intent HQ said they don't like it.
"They tend to ignore the ads, find them irritating or as though they are intruding on their privacy," according to Jonathan Lakin, CEO of Intent HQ.
Instead, more than three-quarters (79%) are more likely to respect a brand that is honest about data collection and gathers it in a more "straightforward and transparent" manner such as permission-based social login.
Furthermore, more than half (59%) of respondents felt that such a transaction was a "fair deal" and most (71%) were prepared to give at least some basic login data such as name and email address. In return, people are presented with advertising that better matches their interests, more relevant offers and, as a consequence, click-through rates improve.
"It's another sign that internet and social media users are beginning to understand the 'value exchange'," writes Lakin, "the unspoken agreement that if consumers give certain personal details, they will receive advertising and content of more relevance and value to them as individuals."
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...