Consumers are wary of personalization for perceived privacy risk, but they expect personalized service and take action to personalize the content.
What does a brand have to do?
Let's see how you can solve the problem of privacy protection and create personalized content without leaving your audience behind.
First, let's define what customization is. It's a spectrum. He may only brush the surface, greeting the person by name and appearing in his inbox at a pre-selected time. Or it goes much further with educational lessons tailored to the behaviors and goals of the individual.
Briefly define the five stages of personalization.
Step 1: One to all
The content is distributed in the form of a single message to everyone. There is no variation.
Step 2: one to many
The public experiences a brand on multiple channels with minimal variation of messaging. Elements are introduced to allow a more personalized communication later, while the message exists for the masses.
Step 3: from one to a few
Members of the public see variations in content based on their placement in specific channels. At this level, the content begins to align more closely with defined segments and buyer personas .
Step 4: One to a few
Members of the public experience a connection between online and offline messaging. At this point, the brand probably communicates interactively to optimize each message.
Step 5: one to one
Members of the public receive tailor-made content based on their interests and past interactions.
Trademarks create the most effective points of contact in Steps 4 and 5. However, these are stages in which some members of the public are increasingly concerned about the level of familiarization.
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Paradox of personalization
A new SmarterHQ report reveals that up to 72% of consumers will only use personalized marketing messages . However, the same survey also reveals that 86% of consumers admit to being concerned about the confidentiality of their data .
It's a paradox, as these interviews with people in the street illustrate in this short video promoting the research report:
Among the conclusions of these interviews:
People are wary of brands that ask for personal information, such as phone numbers, that they deem unnecessary for interaction.
People are uncomfortable when brands target them with the help of information that they have not disclosed consciously.
People now realize that brands may be using personal data long before consumers realize it.
Parents are particularly concerned when brands use their personal information to target their children.
With these concerns in mind, it is clear that the demand for less personalized marketing is gaining ground. However, the answers also highlight a common attitude among people towards personalization – personalization becomes a problem when there is a lack of transparency and contempt of the borders .
Personalization is a problem when there is a lack of transparency and a disregard for boundaries, says @llubin. Click to Tweet
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Be Staff in an Acceptable Way
The most common complaint mentioned by several people in the video is that the brands connected to them had an intrusive impression. In other words, they were not happy when brands customized content using information they did not remember giving.
It scared them, which frustrated them.
But if the marks revealed to people how their personal data would be used from the start? Audience members will probably feel less disturbed by highly targeted messages.
And making these revelations should make brands wonder why they are asking their readers for personal data. Think about the need for or use of personal information (phone number, for example). You also need to know how you will use personal data to bring value – not gadgets – to your audience.
This is not negotiable for brands seeking to maintain confidence and credibility with their audiences. It is also a necessary passage for the brands that remain on the transparency, because the laws (the GDPR of the EU and others) impose it.
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Define the data
Your audience's personal data is not limited to an email address and a phone number. The GDPR defines data as "the physical, physiological, genetic, mental, economic, cultural and social identity of a person".
What is the data for your brand? What information do you collect for marketing? Search only the essential information. Asking or using unnecessary details can overstep personal boundaries and weaken the relationship between your brand and your audience.
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Disclosure and Consent Obtaining
Many brands still collect or share personal data without full disclosure. For example, at the end of last year, had revealed that Facebook had authorized more than 150 companies to use the personal data of its public. Microsoft's Bing search engine was able to access the names of virtually all Facebook user's friends without consent, while Spotify could read private messages on the platform.
Your trademark must ensure that all data collection methods and management systems comply with applicable privacy laws.
Explain immediately to members of your audience how their data could be used in the form of a disclaimer. Detail the data you collect and how it might appear in the content being processed. Then ask for their consent.
TIP: Do not consent to consent as an "all or nothing" agreement. Give your audience options on the type of content that he can choose to receive.
Make personalized content the right way
Context is king in the world of personalized marketing. The key to creating successful custom content is to make sure that it brings value to the public. And this can be accomplished without worrying if you deliberately and transparently use the way you use the personal data of your audience.
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Cover image of Joseph Kalinowski / Content Marketing Institute