What do you expect from a brand when you share your personal information? And by personal information, I don’t necessarily mean your name and email address. I mean your search queries, browsing behavior and product interests. So the question is, what do you expect in return when you share this information?
Most people don’t know how much they are actually sharing until they receive an ad in their Facebook newsfeed for the exact pair of shoes they were considering buying an hour ago. Or even worse, they get targeted with an ad for the same duffle bags they just purchased—that happened to me recently.
As marketers, we collect this data and, yes, it’s personal. We promise value in return. It’s how we use the data that determines whether we’re going to have a successful, long-term relationship or a bad first date.
A few years ago, marketers were megaphones. We yelled at the top of our lungs, hoping the message reached our intended audience among the masses. We’ve come a long way. Now our goal is to reach each customer in a highly engaging, personalized manner. Data makes that possible. We have access to detailed information about our audience. We know their interests, their communication preferences, their location, their purchase history and much more.
Here’s the kicker: Now the expectation from people is that our digital relationships will behave like our human relationships. Just as in human relationships, people expect some meaningful value exchange when they share personal information. But just as in human relationships, they may not always get something positive in return.
Here is some advice that will help you earn customer trust and loyalty over time through a sustainable data relationship: