e New Consumer
improve marketing and online content by making it more relevant to the consumer. The problem is that individuals are often unaware this is being done. When they find out, it can become a concern. In research carried out by the Information Commissioner’s Office, 96 per cent of consumers said they were concerned about organisations passing or selling their personal information to other companies.
Where the individual is worried, governments tend to step in. Concerns about a lack of informed consent to the use of cookies has already led to changes in the law about how they are used. Since 26th May, consumers have to be given an explicit opportunity to opt-out of having a cookie placed on their computer. Relying on the default browser setting to accept all cookies is no longer good enough.
Instead, your company needs to review how it is using cookies and whether they are intrusive. If they are being used to build a profile on each website visitor, the new law requires you to get an opt-in. (Under the old rules, you only had to offer an opt-out.) A variety of mechanisms is expected to develop to help businesses do this - working with a trusted data partner like ALLOW is one way to stay compliant and still have a value- driving web presence.
That’s quite a change and one which digital marketers will spend the rest of the year trying to get to grips with. But it connects with a shift in the way consumers view their personal information and the way it is shared. To maintain a good connection with your customer base and the way it wants to engage with your business, it is time to get up to date about these attitudes and the solutions that are in line with data’s new eco-system.
Information about consumers has never been more accessible and actionable. Certainly, companies are collecting data as fast as they can. When ALLOW recently did a sampling exercise across ten well- known websites, it found that more than 140 cookies were being placed onto our web browser. These allow advertisers to identify the same visitor (or at least their computer) each time they surf a site, building a picture of who they are and what interests them.
That gives a valuable insight which can be used to Shifting values
Marketing used to be based on the permissive use of data - now it has to rely on permission. Over the last decade there has been a steady shift in the balance of power away from companies using personal information for marketing and towards consumers who want to control the messages they get. It all started in 2002 when anybody registering to vote got the chance to opt-out of having their name and address sold to marketers. As of last year, 45 per cent of voters had
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