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Permission Marketing: The Role of Trust in the New Data Economy

In the age of the Facebook-Cambridge Analytica scandal, the GDPR and the California Consumer Privacy Act, and just annoying and irrelevant marketing, consumers no longer trust companies with their data.

And who can blame them?

If a company is not delivering anything of value to you in exchange for your data, why would you give it over? And if you can’t trust a company to do the right thing, why would you allow them to keep your personal information?

The reality is that this is both good news and bad news for marketers. The bad news is the days of big data used however you want to use it are gone, though the truth is that big data doesn’t work anymore, and creating marketing that earns user trust does (often increasing success rates by over 100 percent).

The good news is that these new privacy regulations, whether your company is subject to them or not, offer clear guidelines that lead to better marketing that allows you to know who your customers are and build better relationships with them--on terms that build their trust in you.

So, what does the future look like now that big data is on the way out, users crave personalized experiences, brands need to earn user trust before they collect data and customers have the power to revoke your rights to their data?

Find out in this white paper by leading customer experience and data privacy expert, Tim Walters of The Content Advisory. In it, Walters outlines how marketers can “move trust upstream” and devise ways to motivate consumers to enter a mutually beneficial trust-based relationship.

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