Report Shows How Marketers Can Balance Consumer Demand For Privacy and Personalization
Survey data from Marigold emphasizes the growing importance of a direct-to-consumer approach to zero-party data
As the digital landscape evolves, so do consumer expectations regarding data privacy and personalization.
That’s becoming both increasingly clear and critical, with Google Chrome poised to fully phase out third-party cookies by the end of 2024, sparking a fundamental shift in how brands collect consumer data.
Relationship marketing pioneer Marigold has highlighted the importance of balancing consumer privacy with personalization capabilities through recently unveiled insights from its 2024 U.S. Consumer Trends Index, emphasizing the growing importance of a direct-to-consumer approach to zero-party data.
According to the study, U.S. consumers are increasingly wary of indirect tracking tools and location-targeted ads, often perceived as invasive or “creepy.” Instead, consumers are gravitating toward personalized experiences that respect their privacy.
Key statistics from Marigold’s report include:
Marigold recommends that brands adopt a customer-centric approach by offering preference forms that allow consumers to manage their data usage preferences easily. By providing clear opt-ins and outs for data usage, as well as offering a checklist for the types of messages contacts receive, brands can build trust and enhance the customer experience.
To meet the evolving demands of consumers in the digital age, brands must prioritize transparency and personalization. This research underscores the importance of a direct-to-consumer approach to data collection, emphasizing the value of zero-party data in driving meaningful engagement.
For more insights into the latest U.S. consumer behaviors and preferences, download Marigold’s Trend Index here.
