As technology develops and consumers change, all signs point toward personalization as the new standard of the modern brand-consumer relationship.
Marketing and advertising execs know this all too well, but the road to achieving this is riddled with speed bumps and obstacles. Namely, the desire for greater data privacy and protection from exploitation are causing tensions in how brands seek to reach their destination.
Some call this the “privacy paradox.” Consumers today generally distrust brands to use their data ethically, in light of poor data practices and constant data breaches. At the same time, however, consumers are more willing than ever to exchange information for convenience and personalized brand experiences.
How do we reconcile these factors when they seem to pull companies in opposite directions?
The data privacy dilemma