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For B2C Marketing Professionals

How To Defuse Digital Marketing Privacy Concerns

Stay Ahead Of Privacy Legislation By Creating A Value-For-Data Exchange

May 8, 2012

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Authors

  • By Joanna O'Connell
  • with Jennifer Wise,
  • Emily Riley,
  • Elizabeth Komar

Why Read This Report

Recent advances in audience targeting point to a digital marketing future that leverages consumer data to create personalized messaging and drive higher conversions. However, this potential is compromised by online data privacy concerns and pending data privacy legislation. But when we look at consumer activity online, it is clear that although consumers worry about the collection and use of their online data, they will continue with online tasks and exchange their data if they perceive a benefit. This report outlines what concerns consumers have about their privacy online, and how marketers can clearly state the value proposition of targeted advertising to defuse these concerns.

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Table of Contents

  • Consumers Reveal A Lack Of Trust That Threatens Audience Targeting
  • Targeted Ads' Value Warrant The Data Exchange From Consumers
  • RECOMMENDATIONS

  • Support Advertising Efforts Through Data Transparency
  • Supplemental Material
  • Related Research Documents