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44% would forgo personalized content to protect their data

According to the firm SmarterHQ, 80 percent of customers are more likely to buy a product or service from a brand that provides personalized experiences. Hence, the content and everything aims to be personalized, although it is a very complicated task before data necessary.

To make something personalized, it is necessary to have very specific data from consumers, something that they previously did not care to provide because they did not really know the impact they had, until there was a watershed case that showed them everything that was behind: Cambridge Analytica and Facebook.

After that case, digital users noticed that many things can happen with their data and that is why privacy has become a plus they want to have. So much so that 20 percent of global consumers reported that they have abandoned or reduced the use of a brand in their data practices, according to the findings of a new survey that The Conference Board performed in association with Nielsen.

And not only that, but about a fifth, 19 percent of consumers have switched to a competitor who adheres to what they perceive as better data policies, according to the report “Consumer Attitudes About Data Practices.”

This figure worsens and becomes even more revealing for strategists when considering that globally, 44 percent of respondents said they would forgo personalized content, including brand messages, offers and experiences, if that means not having to share your personal information.

In other words, they prefer to preserve their privacy than to obtain a personalized experience that is much closer to what they like. Since Gartner reveal that half of the world’s population will have their data covered by the privacy regulation for the year 2022. They have become a very important turning point today.

And how to blame consumers, if the same Mark Zuckerberg appeared in a video with his laptop next to him, covered in microphone and camera with duct tape, giving a hint that a world is watching us. Even his company Facebook has been sued by a user of Instagram because the photo application allowed the use of the iPhone camera without permission.

Meanwhile, other big companies like Apple plan to require advertisers ‘acceptance consent, a randomly generated code the company assigns to devices that helps brands track consumers’ online activities to improve ad targeting. . The policy has proven controversial in the industry.

The issue is complex but the truth is that the figure to remember is the one that would renounce personalized content to protect your data, since the users themselves are sending a message that advertisers should not ignore.

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