“Would you like to share your location?”
Anyone who owns a smartphone and has downloaded an app in the last few years has probably seen this pop-up message more times than they can count. Followed by immediately wondering, “Why in the world does Candy Crush IX: Revenge of the Gum Drops need to know where I’m located?”
Welcome to the age of data – where the first thing you see before a web page even loads, is a pop-up box requesting your name and email address.
Whatever the method, it appears that consumers are more willing than ever to share their data with brands – especially if they’re going to receive something in return. In fact, according to a report conducted by Intel Security, 70 percent of consumers say they are more inclined to share sensitive information in lieu of special offers or discounts.
Data mining has become an almost ubiquitous practice in the world of data-driven marketing, as brands jostle for the chance to grab at any information they can get their hands on when it comes to consumers.
However, despite being more willing than ever to trade their data – whether it’s for discounts, more access or free perks – there’s one thing consumers are still worried about above all else: security. That same Intel Security report found that 92 percent of consumers were worried about the potential security risks of releasing information like their location.
Who can blame them? It feels like almost every week now we’re confronted with a news story about another major corporation who has had their customer data hacked and leaked out into the cold, dark vacuum of the internet.
To that point, another 2016 survey found that 47 percent of mobile users are willing to pay extra for apps which guaranteed that their data would not be shared with third parties.
It’s for that reason, that proactive privacy and “privacy-by-design” platforms are a necessary trade-off when it comes to data collection – especially as consumers become more and more generous with the information that they choose to disclose.
- Don’t be afraid to ask your customers for permission to collect their data – more often than not, you’ll find that they will be willing to share.
- When in doubt, offer your customers benefits for sharing their data with you. Discounts and other similar offers are always good motivators. Also, make clear the benefits of sharing their data, i.e. more personalized customer experience.
- Be sure to clearly outline the security controls that you have in place to safeguard your customers’ data. They want to know that their information is secure!