{"id":7390,"date":"2024-04-29T14:11:13","date_gmt":"2024-04-29T14:11:13","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/3-ways-brands-can-build-trust-with-privacy-concerned-consumers\/"},"modified":"2024-04-29T14:11:13","modified_gmt":"2024-04-29T14:11:13","slug":"3-ways-brands-can-build-trust-with-privacy-concerned-consumers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/3-ways-brands-can-build-trust-with-privacy-concerned-consumers\/","title":{"rendered":"3 ways brands can build trust with privacy-concerned consumers"},"content":{"rendered":"


\n<\/p>\n

\n

Digital marketers are facing an increasingly regulated environment when it comes to reaching the right customer at the right time. And this new environment exists for a reason \u2014 consumers value their privacy.<\/p>\n

A recent study by marketing automation company Marigold and digital marketing consultancy Econsultancy took a closer look at how consumers feel about marketers\u2019 messages and tactics. These insights point to ways forward for how marketers can build trust and connect more deeply with customers.<\/p>\n

Several winning strategies emerged when the study was discussed at The MarTech Conference<\/a> (free registration to view the entire program on-demand). Here are some of the study\u2019s findings and key takeaways from the discussion.<\/p>\n

<\/p>\n

Findings about consumer behaviors and preferences<\/h2>\n

The 2024 Global Consumer Trends Index surveyed over 10,000 consumers globally. Here\u2019s what consumers said about specific marketing channels and practices.<\/p>\n

    \n
  • 50% of consumers made a purchase from an email in the last year.<\/li>\n
  • 84% find personalized birthday offers to be \u201ccool.\u201d<\/li>\n
  • 63% will pay more to shop with brands they\u2019re loyal to.<\/li>\n
  • 85% say their favorite brand treats them like an individual.<\/li>\n
  • 65% will travel out of their way to visit their favorite brand\u2019s location.<\/li>\n<\/ul>\n

    This is all positive feedback. However, consumers also expressed some drawbacks.<\/p>\n

      \n
    • 51% of consumers said they were frustrated by irrelevant content or offers in messages.<\/li>\n
    • 61% find ads based on indirect tracking tools like third-party cookies are a creepy marketing tactic.<\/li>\n
    • 63% of consumers don\u2019t trust the advertising they see on social media<\/li>\n<\/ul>\n

      The study also found a strong connection between data privacy and customer loyalty. Seventy-seven percent of consumers said data privacy is important in maintaining brand loyalty.<\/p>\n

      Mark sure customers feel they\u2019re being seen and heard<\/h2>\n

      As you can see above, most consumers appreciate birthday wishes from brands. But that just scratches the surface. Consumers want to feel like they\u2019re being acknowledged by brands and understood by them. They want to be treated like individuals.<\/p>\n

      \u201cThere is clear desire among consumers for meaningful interactions with companies that go beyond the transactional,\u201d said Wendy Werve, Marigold\u2019s CMO.<\/p>\n

      Here\u2019s what she had to say about the deeper meanings that go beyond birthday greetings.<\/p>\n