6 July, 2018
Over the past few years, issues surrounding data collection have come up again and again in the news. Data collection is nothing new, but with high-profile data breaches happening at major companies and the General Data Protection Regulation (GDPR) being implemented in the EU, people are starting to pay more attention.
Consumers want to know what control they actually have over their own information and how it’s being collected, stored, and used by the companies whose products and services they enjoy. In fact, 40 percent of companies acknowledge their current approach to gathering information is “off-putting” to customers, creating pressure for them to become more transparent about their practices.
Many sites and apps have settings that allow them to access a customer’s location. For instance, Google automatically taps into a mobile user’s whereabouts when they type “near me“ or ”nearby” into the search bar, as long as they have location settings enabled. Some stores can even track you down the aisles using the pings and signals from your smartphone, allowing them to detect exactly where you spend your time.
Imagine shopping at a grocery store and getting a notification on your phone about a coupon for rye bread—while you’re browsing in the bakery section. There can be a fine line between convenience and creepiness. And as brands grow more dependent on personalization and data usage, customers are left feeling uneasy about their methods.
We previously discussed how to enhance location-based advertising with blockchain technology—here are some other ways to mitigate the “off-putting” factor for consumers:
If there’s a lesson to be learned from these data collection and privacy issues, it’s that building trust is much more valuable than potentially misleading—or creeping out—the people you serve.
Image via Pxhere.