Understanding the privacy needs of users will be the key to marketing success

Two landmark studies, commissioned by Google and conducted in association with Ipsos and the Boston Consulting Group (BCG), have revealed interesting information about the complex and contradictory attitudes of customers towards online privacy, and about the opportunities they face. yes the marks to reconcile those tensions.

According to two major studies commissioned by Google, one conducted by Ipsos and the other by Boston Consulting Group (BCG), companies’ responsible use of customer data can lead to significant revenue improvements. and in efficiency, provided that they respond to the demand by customers for a greater degree of control over the use of their personal data in Internet.

The report prepared by Ipsos for Google is entitled “Privacy by design: overcome the consumer expectations” and these are its main conclusions:

More than two-thirds (70%) of Internet users between the ages of 16 and 74 are

concerned about the use that is made of the personal information that is collected about them when they connect to the Internet.

Only 3% of respondents feel that they have full control over the disclosure and deletion of their data online.

More than two-thirds (68%) of respondents are skeptical about how companies use their data for marketing purposes.

However, the public is satisfied with the advertising they find valuable: according to
an international study by Ipsos, nine out of ten Internet users (91%) between the ages of

16 and 74 say that they are more likely to buy brands that make them relevant offers and recommendations.

Respondents who identify with a brand are more likely to give it permission to show them

more valuable offers, generated from more detailed data.

Respondents are three times more likely to react positively to advertising if they feel a greater sense of control over the use of their data.

A person perceives ads as more relevant the closer they are to making a related purchase; likewise, she is more likely to feel positive emotions after seeing them.

The Ipsos report collects information from three large quantitative studies carried out in different European countries, such as the United Kingdom, France, Germany, the Netherlands and Sweden between 2019 and 2021, and brings a unique perspective on the complexity and contradictions of consumer behavior online, and the opportunities for brands to reconcile those tensions.

Ipsos refers to this dichotomy as the “gap between what we say and what we
do.” For example, 80% of respondents said they are concerned about the possible misuse of their personal information; however, at the same time, 93% consent to giving companies information that may be considered sensitive, such as their name, address, contact information or family details, in exchange for the provision of a service.

According to the report, brands that care about privacy are rewarded;
instead, carelessness can have very worrying consequences: brands that don’t give privacy the attention it deserves risk losing the trust and respect of their customers.

Ipsos has identified three key areas where marketers can go beyond the minimum
legal requirements and give greater weight to consumer privacy, without losing impact on their campaigns:



Let there be a logic: The public is willing to voluntarily share their data with companies that demonstrate a clear value proposition. Companies can clearly communicate the value of that exchange and anticipate the needs of their customers with relevant and timely messages.

Make it memorable: Conscious permission is a valuable asset. The public only
has a limited understanding of how online privacy works, and that affects their perception of advertising. However, when a person remembers why they have decided to share their data, their responses are more positive.

Make it manageable: People want to have a sense of control over their personal

data. If we feel that we lack that control, we become averse to digital marketing. Companies must provide consumers with the necessary tools and information to manage their privacy preferences. For example, the frequency of communications and the possibility of excluding those categories that do not interest them.

Katherine Jameson Armstrong, Director of Qualitative Media Research Communication from Ipsos MORI, said: “Our study shows the importance of or brands to get privacy right. This is a complex area and people’s attitudes and behaviors can be contradictory. In this context, it is easy to make a false move and risk losing trust and respect. However, brands can play a critical role in helping people navigate this complex arena by making interactions more meaningful, manageable and memorable, thus creating stronger relationships.”

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