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Google, one of the biggest collectors of personal data, is giving some really good advice on how to create ads that don’t scare customers away. What is kind of crazy is how perfectly it aligns to what we are doing here at Rownd.
On transparency:
Transparency is crucial to build trust. People prefer to buy from companies that are clear, open, and honest about the personal data they collect and why.5 Eight in 10 adults believe companies should provide more detail upfront about what data they collect from visitors to their websites. Responsible brands can cater to these demands by ensuring they use non-technical language, provide information in the right context, and avoid lengthy privacy policies.
Think with Google
On Managing data.
Our research found most people feel they lack control over their own data. Eighty percent of people are concerned about potential misuse of their personal information.7 People want to retain ownership of their information and they want to feel in control. When they feel they have the time to consider their choices and willingly provide information, they feel far more comfortable.8
Customers should be able to review and manage the way their data is used, such as opting out or managing the frequency of marketing communications. People are three times more likely to react positively to advertising when they feel a greater sense of control over how their data is used.9 People feel empowered when they have this sense of control. For some, this creates a desire to further tailor their marketing experiences to better suit their needs10 — opening up additional opportunities for brands to build long-lasting relationships that offer value to both parties.
Think with Google
We are very excited that Google’s research says what we have been advocating all along: When consumers have control over their data, they will become more loyal and trust you more!
Check out Rownd for the latest in data privacy tools!
Sources from Google article:
1, 3, 8, 10 Google/Ipsos, UK, Responsible Marketing Deep Dive, multi-method qualitative study for individuals aged 18-60, n=14, 2020.
2, 4, 5, 6, 9 Google/Ipsos, UK, FR, DE, NL, Data Ethics Study: Data Ethics and Effectiveness, Part 1 — Ethics, survey participants aged 18-70, n=6,000, 2021.
7 Google/Ipsos, NL, Data Privacy Study: Consumer Model of Data Privacy, survey of internet users aged 20-65, n=1,002, 2021.