Privacy and Personalization or Privacy or Personalization? That’s the dilemma, Hamlet would have said!
We have disturbed the protagonist of the Shakespearean tragedy, paraphrasing his most famous line, to refocus attention on one of the most frequent paradoxes that occur when talking about privacy and personalization of the customer experience .
As consumers increasingly seek personalized and rewarding experiences with brands, they are increasingly concerned about protecting their personal data .
At the center, the brands, which with nepal phone number data marketers and strategists, find themselves having to respond to the expectations of their customers in terms of personalization and improvement of the customer experience , always with full respect for their privacy.
The question then arises: is it possible to find the right balance between privacy and personalization?
Let’s find out together!
- Privacy and Personalization: What the Data Tells Us
- Between personalization and confidentiality: a new balance
- First-Party Data: How to Build a Privacy-Aware Model!
- Personalization and Privacy in the World of Advertising: Contextual Advertising
- Privacy and Personalization: Some Guidelines
Privacy and Personalization: What the Data Tells Us
In order to answer the opening weak marketing strategy question, we have relied on published studies and research on the subject, but the picture that emerges is not so clear-cut.
A McKinsey study from a few years ago found that 71% of consumers surveyed said they were in favor of personalized customer experiences , so much so that more than 76% of the same sample said they felt frustrated if it didn’t happen.
In particular, as Gartner points out , the tendency to provide personal data and information in exchange for personalized experiences is greater among millennials.
A recent Gartner study , focused on phone number us privacy and personalization, however, shows how, while there is a risk due to poor personalization, there is also one linked to hyper-personalization which makes the consumer feel extremely “observed”.
The study “ Privacy by design: the benefits of giving people control ” carried out by Google and Ipsos on a sample of around 20,000 users across Europe and published in 2023, shows how consumers tend to prefer to buy from brands that give them more control over privacy with options to choose consents and personalization of ads.
The percentages reach even more significant levels if we also evaluate the degree of transparency of the brand itself in the methods and objectives of the collection.
Personalization yes, but only with a level of control over the data : if this is what emerges most from the published studies, it is interesting to note how people often declare, more in words than in deeds, their interest in preserving and protecting their data.