GDPR Privacy Policy: the understandable fear of one's data

Continuing with the study we have just cited, namely that of the Selligent observatory, it would seem that the 47% of the people interviewed, within a sample of 5,000 units (therefore a statistical sample that can be absolutely considered representative), considers the the fact that someone can do advertising (online advertising) through saved elements, through pins, through retweets, the "favorites", the "like" and, even if we go into more detail, we see that, the 36% of users , believes that even the study of previous purchases is threatening.

And again, the 36% always of the people interviewed, evaluates as threatening the behavior of the sites that propose advertisements based on the searches carried out for products or services displayed, even if they have not always been purchased.

This is what normally happens, and which is defined as retargeting, that is, I go to visit the site of the shop "X" or "Y", I see a certain product and then, for the sole effect of having seen it, I am bombarded with advertisements of that product or that store.

Everything we have just said is in absolute antithesis with the general behavior of people who, for example, are used to writing everything on Facebook, so on the one hand they say everything, post photos and situations, addresses, even let thieves know when I'm not at home (have you ever seen those maps that read ... "Pippo is here right now .... With a lot of restaurant etc ... and what better information for those who want to visit us at home when we are not there?), but on the other hand they fear that their privacy will be violated.

In any case we have seen that, most people (because if the tips are 80% and the average is represented by 71%), believe that personalization is an important, necessary and central element in the desired user experience.

How do we satisfy these needs (and therefore how do we customize services, purchase proposals, etc.) if we do not think it appropriate to make the data available to be analyzed?

An extremely important consideration must be made on this point, namely that the element that makes the difference is the perception of data theft.

People are therefore generally available to be profiled, they are willing to give their data in exchange for a user experience or targeted and personalized purchase proposals, but this must absolutely be their action.

It cannot and must not be induced! So, when we find ourselves designing any type of campaign or when we design every single personalized discount, we must take into account the needs of the users and, more importantly, we must lead them to take the first necessary and indispensable step in wanting to make available the their data, in order to have in exchange as much adequate as possible to their needs.

All chapters of: Loyalty 2.0

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