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Why meeting consumers’ data privacy expectations is key to effective marketing

Published
August 2023

Data privacy is a top priority for consumers in a digital-first world. As people interact more with brands online, they expect more control over what they share. We asked 16,500 consumers across 11 APAC markets, including 1,500 in Australia, what they expect from brands when it comes to data privacy, and here’s what we learned:

In Australia, more than 8 in 10 individuals confirmed that online privacy is important, and that they value the security of their personal information.1 And 73% of Australian consumers would stop engaging with a brand in response to a violation of their trust around data.2

It’s critical to take a customer-first approach when designing or strengthening your first-party data strategy. Any data you collect should be used to help you better meet customers’ needs. This lets customers see the value of sharing their data with you, and it builds trust in your brand.

Watch this video to find out how to get the customer insights you need to build relevant ad experiences while building stronger customer connections, by making data sharing a meaningful, memorable, and manageable process for your customers.

Sources:

1, 2 Google/IPSOS, APAC Consumer Expectations: Understanding Data Privacy Ethics for Effective Marketing, AU, HK, ID, IN, KR, MY, PH, SG, TH, TW, VN, n=16,500, Internet users, Jan.—May 2022

00:00

These days, we don't go anywhere without our mobile devices, so it's no surprise that data privacy is a top concern for many.

00:08

That's why we surveyed 16,500 people from 11 different markets in APAC, including 1,500 in Australia, to understand how businesses using their data impacts them.

00:22

Results showed that more than 8 in 10 individuals confirmed that online privacy is important, and that they value the security of their personal information.

00:32

In fact, 73% of Australian consumers would stop engaging with a brand in response to a violation of their trust around data.

00:40

79% of Australian consumers feel that transparency on their data is a must-have for a meaningful value exchange.

00:50

Consumers respond more positively when they've made memorable choices about data sharing.

00:56

Results showed that consumers with a higher sense of data control are more likely to explore the ads they saw.

01:03

So how can businesses help consumers have better control over their data?

01:08

Businesses can empower consumers by providing the right tools and information.

01:12

When businesses make the whole process manageable for their customers, that's when consumers feel less skeptical about digital marketing.

01:21

Everyone wants to be in control of the data that they're sharing.

01:24

Let's make it meaningful, memorable and manageable.

Sources:

More than 8 in 10 individuals confirmed that online privacy is important to them, and that they value the security of their personal information

73% of Australian consumers would stop engaging with a brand in response to a violation of their trust around data.

79% of Australian consumers feel that transparency on their data is a must-have for a meaningful value exchange.

Source for the above: Google/IPSOS, APAC Consumer Expectations: Understanding Data Privacy Ethics for Effective Marketing, AU, HK, ID, IN, KR, MY, PH, SG, TH, TW, VN, n=16,500, Internet users, Jan.—May 2022

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