Balancing marketing personalization and privacy

JEREMIAH TERHARK
Founder/CEO

Have you noticed advertising “following you” around recently? You may be having a discussion about a toaster oven and then you start noticing more appliance ads everywhere shortly thereafter. Brands are embracing tracking, personalization, and predictive analytics to attempt to match consumers to the products and services they are looking for.

A recent GetApp survey found that 91 percent of consumers believe that advertisers know too much information about them. While many brands have embraced these advanced marketing tactics, the research indicates many consumers find it invasive and will combat tracking with privacy tools and ad blockers.

It is important as a business to carefully consider your strategy and balance the need for information about your customers while still maintaining their trust. While some personalization can improve the customer experience, it is important to use in moderation. ♦