Adobe’s study shows that people are concerned about how companies use their data.

In my home country of Brazil, every year, there is a bar competition in which the bar that serves the most popular meal wins. Last week, my friends and I visited one of the participating restaurants. We were given a form at the end of the meal to rate it.

A friend immediately questioned why so many personal details were requested. He refused to complete the form, and he did not vote. He did not know what would happen to his information.

As a marketing professional, I am usually on the side of the people who request data. So, as I experienced this incident, I was thinking: How can we create a culture of trust for data collection that is beneficial to both consumers and companies?

Adobe released a study in the same week that addressed topics related to trust, data, and consumers. The survey was conducted with more than 900 EMEA leaders and nearly 6,000 consumers. It revealed that over 70% of consumers were concerned about the way companies used their data.

According to the majority of leaders interviewed (69%), it is more difficult today than two years ago to build and maintain consumer trust.

My experience at the bar with my friend has shown me in some ways how the insights from the study can be applied in real life.

Trust is not negotiable.

Consumers are more concerned than ever about their personal information being misused in uncertain scenarios and when significant data leakage occurs.

According to Adobe’s 2022 Trust Report, 67% of respondents plan to stop purchasing from brands that mishandle data.

Data use without consent, non-respect of the user’s preferences for usage, and violation of other data protection policies will no longer be tolerated. It is important to take all precautions — fortunately.

Consumers are less likely to trust brands due to the uncertainty surrounding data usage. This lack of trust has the opposite effect on what we, as brands, expect from our customers.

Customers who are loyal to a brand will often make repeat purchases, refer services/products, and post positive reviews on social media. Customers who are trusted impact the business and help it grow. Customers who are not trusted will leave.

Consumers must benefit from data collection.

As a marketer, I understood that the information was valuable to the company collecting the data. As a marketer, I understood that the information was valuable to the company that collected the data.

My friend would also receive personalized tips and content about bars if the people responsible for the contest were able to validate the validity of the votes and had valuable information on the profile of Botequeiros. Knowing him, it’s likely to make him happy.

He didn’t understand why they collected his data. He didn’t know what they would do with his information. I was not even sure what would happen to his personal information.

What do I want to do here?

The Adobe study shows that 65% believe the data gathered through digital interactions is only beneficial to the company and not the consumer.

It’s just not true (or it shouldn’t at all).

Data should be treated as a two-way street, where both parties benefit: the company and the consumer. The brand can benefit from the numerous possibilities that data analysis provides (I will discuss this in more detail below) while the consumer receives personalized experiences and targeted communication.

Data – a valuable resource

Data is crucial to creating an environment that is focused on the customer’s needs and personalized.

It is important to have the right information, but it is also essential to know how to use it effectively.

It is possible to:

Be more assertive, make better decisions, and guide your business strategy

Adapt your products and services to the needs of your customers.

Direct your campaigns and communications to your target audience

Reach out to potential customers

Get more personal and efficient with your interactions

All these items add value for the customer and brand. A well-planned and efficient journey will enable a positive customer experience. A satisfied customer is more likely to buy, make recommendations, and become loyal.

Trust ecosystems: Building a trust-based system

As Adobe’s study and my own empirical experience have shown, security concerns are real. The path forward for leaders will be to prioritize information security concerns, adhere to data protection and privacy legislation (such as GDPR), and build a trusting environment with consumers.

Real data collection is a delicate task that requires great responsibility. It is, therefore, essential that professionals make the best use of this data. The company must assume responsibility and maintain transparency with consumers.

It is our responsibility to not only commit to the proper use of personal information but also to educate the audience and show them the value they can get from the data we collect.

Rock content, for example, clearly states our terms when you fill out an online form. This helps to create realistic expectations about what we will do with your data. When you subscribe to our newsletter, you will receive only the latest Marketing trends every Friday.

My friend could have had a great beer today at a bar in town that he did not know about if he had filled out the form.