A recent study of 300 marketing professionals by Sowmya Kotha of San Jose State University highlights the growing support for ethical data use in marketing activities.
The Data-Ethics Paradox: Reconciling Marketing Personalization With Consumer Privacy in Digital Operations study reveals how informed consent and transparency in data collection are vital for brands to maintain consumer trust. The study finds that 87% of surveyed companies use advanced data collection methods with an average of twelve touchpoints per customer, while 73% employ AI-driven personalisation.
Furthermore, despite a 45% rise in multi-channel tracking, only 42% of companies have implemented comprehensive privacy measures. In addition, only 28% are balancing advanced data collection methods with robust privacy controls.
Meanwhile, 82% of consumers are concerned about privacy, even though 67% are willing to accept personalised marketing when presented with a clear value proposition. However, brands that prioritise transparency can see a 56% increase in acceptance of personalised marketing, along with 43% greater customer retention and a 67% increase in trust metrics. The study concludes that the benefits of transparency strongly suggest brands should adopt ethical data practices in their marketing activities.

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