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BizReport : Mobile Marketing : May 22, 2015


How to better protect consumers' mobile privacy

Data breeches are almost becoming commonplace, which is why one expert insists businesses need to focus on security measures. Two-factor authentication is one option for brands ready to take the next security step.

by Kristina Knight

Kristina: Why does two-factor authentication matter?

Stacy Adams, Vice President of Marketing, MBlox: Implementing two-factor authentication (2FA) is like installing a home security system. In order to break in, a person would have to get through a locked door and bypass an alarm system. With 2FA, a hacker would need a key to the door and the code to the alarm in order to access secure data or a personal account. 2FA adds that second layer of security. For example, when a customer orders a product online, they could receive a text requesting confirmation that the order was legitimate and intentional. Dynamically generated passcodes, like Yahoo's new password offering, are also a safer alternative to static passwords - similar to changing the locks on the doors.

Kristina: What should businesses not do with mobile to maximize privacy and security?

Stacy: First and foremost, businesses should never ask consumers to share personal data via text message or email. Sensitive information should always be encrypted; there are apps and mobile web protocols that provide this security level and are safer choices for these transactions.

In terms of privacy, businesses should not abuse their customers' permission to engage. Overloading consumers with too much content, especially if it's not relevant to each individual, is a sure way to damage the relationship and reduce attentiveness. If the latter occurs, when a critical message does come through, the customer may not pay attention to it. Instead, businesses should be sensitive to customer response and respond by sending the right amount of communication based on user preferences, respect and common sense.

Kristina: How can businesses become better stewards of customer information?

Stacy: The most important component is treating customer data with the utmost care. This approach establishes trust, laying the foundation for long-term engagement and, ultimately, more profitable customer relationships. Businesses should use customer data to create better, personalized brand experiences, rather than just retargeting, which can come across as creepy and intrusive. For example, marketers can use customer insights to drive more nuanced engagement. For a given consumer, one personal phone call may be far more appreciated and effective in inviting them to a special event than half a dozen emails or text messages.






Tags: ecommerce, MBlox, mcommerce, mobile commerce, mobile marketing








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