Should Personal Data be Used in Marketing?

The question often comes up of whether personal customer data should be used by marketing companies when it comes to conducting research for advertising campaigns. Some might argue that privacy is important and that marketing companies should refrain from asking for too much personal data from their potential and current consumers, but it’s important to keep in mind that without data, brands are going to be marketing blindly, resulting in poor engagement and unsuccessful campaigns.

Personal data is important to the success of marketing campaigns, and there are several reasons to support this claim. Here is why personal data should be used in marketing.

More Personal Campaigns

Privacy today is a major issue, and people want to feel safe on the internet. With that said, you’d think they wouldn’t want their personal data collected, right? Well, as it turns out, consumers crave personalization in their ads. The magazine company, D!gitalist, found that 65 percent of customers were happy to share their personal data with marketing companies. The reason behind this finding is because individuals enjoy receiving targeted ads more suited to their interests. Out of those people, 67 percent were willing to share their data if they received a benefit such as a discount or a coupon. Again, customers want personalization, and collecting data is essential in giving them what they want.

Personal Data Helps You Improve Your Tactics

Collecting personal data from different social media channels will help you determine which platforms are responding to your ads and how you can improve them on platforms that aren’t responding as well as others. Through this information, marketing companies can also build surveys to send out to their consumers to ask them how they think the company could improve.

Customers are Always Changing

Individuals’ taste in certain products change all the time, and if you don’t constantly collect new data from your consumers, you’re going to be using outdated information. You can’t expect to use 10-year-old information on the current generation, you need to stay up to date in order to attract new consumers. Failure to do so will result in missing out on finding a larger consumer base. Personal data collection helps you market to each individual group successfully even amongst ongoing changes in trends and interests.

If You Don’t Someone Else Will

Similar to staying up to date with data in order to attract new consumers, if you don’t, you will see your current customers change their loyalty. When you stand idly by, you will fall behind other companies all over the world as they continue collecting personal data and steal from your consumer base through their improved marketing techniques.

As you can see, collecting data is a must, and marketing companies should be using this tactic if they want to thrive in their respective industry. If you need help setting up a marketing campaign, give us a call here at Fusion 360 Agency.

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