Last 15 years brought us a new technological and Social Media scenario that drastically changed our lives, including the way we interact to each other, we share personal data, we buy, we book services, we look for answers…etc.
This necessary put almost everyone online most of the time, specially from smartphones and tablets, and with all that connectivity, SEO and Digital Marketing in general have developed new tracking and selling techniques that are not always clear or easy to trust from the user / customer experience.
Recent surveys show us some users feedback about personal data, both for commercial or personalization purposes. From targeted content to promotions, etc.
A new survey by YouGov, conducted for 7 in March, asked more than 1,000 US adults about their feelings on a range of customer-experience issues tied to personalization and privacy. The survey data can be spun either as a win for personalization or as a partial repudiation of it.
Personalization was broadly defined in the survey as any of the following: “e-mail, age, location, browsing history, preferences, previous purchases, etc.” There was a clear hierarchy of reasons for sharing information. The top three responses were deals, customer service improvements and self-checkout (payments). A small minority (15 percent) were interested in targeted ads.
Just under half (47 percent) of survey respondents agreed with the statement, “The more personal information I share with a company, the higher my expectations are for a better customer experience.” They gave mostly positive grades to the following industries regarding personal data use and the overall experience:
Only in the case of Telecom were negative scores higher than positive ones. Between 18 and 26 percent of respondents in each of these categories said “don’t know.” Retail and Telecom had the highest strong-negative scores, each with 23 percent saying personal data were being used “not very well.”
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.