We all know that data analysis can improve our effectiveness as B2B marketers, but it’s important to balance our desire for data with a facet of digital life that’s currently in the spotlight: privacy. Now more than ever, consumers are looking for transparency from the companies they do business with, and privacy protection is a concern that extends well beyond marketing and into global news. So how can you balance the promise of data with a responsible approach to consumer privacy?
Let consumers know what you’re doing. Have a terms of service agreement, so that consumers may read through it and know exactly what you want to collect from them and why. Give them the chance to opt out of reporting any data that they’re uncomfortable with as well. Even if they don’t choose to opt-out, it’s good for them to know that you and your business respect them enough to offer them that option.
Before you begin to collect data, be sure that the information you’re targeting is exactly what you want. If you’re unsure if all of the data you ask for is relevant to the project, don’t ask for it–or revisit your strategy and rethink what you’re trying to achieve. Collecting too much data does your business no good, and makes customers wonder what that data may be used for.
The old adage that content is king is still applicable in this context: if a consumer sees no reason to give you more access to their information, why should they? If you share content that is relevant and useful to your target, you’ll find that they are willing to share more about themselves with you.
While it’s easy to discount customers’ privacy requests, it’s ultimately detrimental to your business to operate without taking it into account. By respecting the privacy of your consumers, you position your business as the kind of marketing leader that all consumers want to work with–conscientious, respectful, and mindful of their needs.
What do you do to maintain clients’ privacy while collecting data?
Photo Credit: FutUndBeidl via Flickr Creative Commons
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