Consumers have never been particularly fond of advertising that they feel is intrusive. This explains why many have downloaded ad blockers in an attempt to avoid marketing altogether. Unfortunately, the anti-advertising trend escalated in 2018 when major data breaches became public news. As many entrepreneurs already know, the best marketing comes from data analytics. Between consumers’ annoyance with advertisements and fear of data breaches, businesses have had to respond aggressively in their marketing.
Provide Value in Marketing
Many entrepreneurs know that providing value in their marketing strategy is essential for success. After the Cambridge Analytica scandal came to light, value has become more important than ever. This means that advertising methods can’t just say “buy me.” They have to focus on giving consumers something they need.
This accomplishes a few feats. For example, a blog that explains how to fix a pool filter is much more likely to attract someone who needs pool cleaning services than an obviously-purchased ad. More importantly, though, is the fact that 75 percent of consumers are willing to share their most personal information – including address, date of birth and phone number – when they see value in a product or service.
It’s difficult to gather data for marketing purposes when consumers see no value, so it’s imperative that a business use inbound marketing to prove they’re more than just a paid advertisement.
Explain How Data Will Be Used
If a company is at the point of asking a consumer for their personal data, it means their marketing strategy has been at least somewhat effective. Overcoming the last hurdle – actually getting that information – is what’s necessary to improve promotional endeavors. Unfortunately, 72 percent of consumers are reluctant to share data with businesses. By letting them know what it will be used for, though, companies can combat this statistic.
Marketing expert Julia Porter explained, “If we don’t explain to customers and readers why we want to use data and what we are going to do with it, there is no reason why they should share it.” Consumers want to know why their personal information is needed, and it’s the companies that succeed in this endeavor that come out on top.
As a side note, it’s also helpful to let customers know they’re in complete control of their data. It sets one’s mind at ease to know they can remove their information at any time.
Always Work Toward Building Trust
Even if a consumer finds value in a product and is told exactly how their data will be used, there’s simply no way to overcome a lack of trust. In fact, 60 percent of companies that suffer a data breach will go out of business within six months. This is a daunting statistic, but it’s not surprising since only 25 percent of consumers believe that most companies handle their data responsibly. In the end, it all boils down to one word: trust.
Consumers who trust a brand will be more accepting of promotional messages and more willing to share their data. This can be done by creating emotional connections in marketing, listening and responding to customer issues, nurturing relationships over conversions, and always delivering on promises. There are simply too many options available to justify doing business with a company that isn’t trustworthy, so entrepreneurs must expend whatever resources necessary to build this connection.
It’s Time to Take Marketing Back
The anti-advertising trend of 2018 is certainly one of the most intense we’ve ever seen. Fortunately, this doesn’t mean that current marketing methods will become obsolete. While it may be a bit more difficult to reach target audiences due to data fears and ad fatigue, employing counteractive promotional strategies can help companies remain relevant. There’s certainly a new age of marketing upon us, but proactive strategies can help businesses persevere.
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