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Marketers 'must protect consumer data at all costs'
Marketing News |
29/06/2010
Advertisers must continue to improve transparency in their collection and use of data if they wish to keep consumers on-side, a new study has indicated
Research conducted by the Direct Marketing Association (DMA) indicates that consumers are willing for their details to be used, providing the appropriate permissions are sought, but they are also quick to withdraw their trust in companies and organisations where security doubts arise.
The study found that almost 80 per cent of consumers would trust a brand if the company sought their permission to share their data with partners, or made it clear they would not share their information with third parties.
However, 50 per cent of those surveyed said just one negative experience would lead to them removing their details from a commercial mailing list.
A further third said that bad press surrounding a data breach or loss would lead them to permanently lose faith in that particular company.
Chris Combemale, executive director at the DMA, said that thanks to identity theft and numerous well-publicised instances of organisational data losses, consumer confidence in sharing their personal details with businesses "is at an all time low".
"Consumers are understandably wary of handing over their personal details to companies unless they absolutely have to, such as when online shopping," he stated.
"Brands must be transparent in how they collect and use data, otherwise marketers face the prospect of the well of consumer data drying up."
Earlier this month, consumer fears over the security of their personal data were raised further by a report claiming that more than 420,000 scam emails are sent in the UK every hour.
The CPP report indicates that more than 3.7 billion phishing attempts were made in Britain last year, heightening the need for consumer data to be fully secured.
Posted by Stephen Wilkinson
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