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Brands 'must be transparent when collecting data'
Jun 30 2010, 11:35 AM
Consumers are only likely to share information with brands they trust, a new study has revealed.
Research carried out by fast.MAP and the Direct Marketing Association (DMA) found that over 80% of internet users feel reassured if a website is easy to use and has obvious security features.
Furthermore, almost four in five respondents said they would trust a brand more if the company clearly asked their permission to share data or state that they will not share information with third parties.
"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," said DMA Executive Director Chris Combemale.
He added that customers are now understandably wary of disclosing their personal details unless they absolutely have to.
Writing for Marketing Week earlier this month, Royal Mail Media Director Mark Thomson said targeting is extremely important when it comes to direct mail, adding that people are likely to be more responsive to relevant material.
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