For Matt Brittin, President of Business and Operations of Google in Emea, • Privacy is no longer a nice to have: for customers it is essential. Our results today show that people are willing to share their data, provided that brands are transparent on which data they collect, how they are used and what the benefit for the customer is. There is no future for digital advertising without privacy. It is vital that brands adapt to this changing landscape by investing in better end-to-end measurement, creating a clear and bi-directional exchange of value focused on first-party data and embracing new skills and partnerships.
According to two studies commissioned by Google to Ipsos and BCG, responsible use of data by marketing professionals allows to achieve a positive impact on revenue and greater efficiency, while satisfying consumer demand for greater control on how to improve the quality of the products.
The Ipsos research methodology The Ipsos research, conducted between 2019 and 2021, consists of many qualitative and quantitative components.
An online study of 1,000 market participants aged 18 to 65 in four European markets (United Kingdom, Germany, Sweden and the Netherlands) to understand the perceived impact of personalised services.
An online survey of 1,002 participants aged 18 to 70 in four European markets (United Kingdom, Germany, France and the Netherlands) using an experimental quantitative approach to shape and map declared behaviours compared to actual ones.
An online survey of 1,002 participants aged 20 to 65 years: a representative sample of the population of the Netherlands who is online at least a couple of times a week;
An online survey of 7,200 participants aged 18 to 70 in four European markets (United Kingdom, Germany, France and the Netherlands).
Ethnographic research to explore the impact of personalised services, in collaboration with participants in the UK and Hamburg.
Interviews with 12 participants aged 25 to 68 in the Netherlands to explore the concepts of data privacy.
A multi-method qualitative study conducted in the UK to explore the concept of responsible marketing with 14 participants aged 18-60 years, using a mix of individual interviews, self-managed data audits and group discussions.
In the Ipsos study commissioned by Google entitled “Privacy by Design: Exceeding Customer Expectations” it is evident that over two thirds (70%) of internet users between 16 and 74
Only 3% of respondents believe that they have complete control of the disclosure and removal of their data online, while more than two thirds (68%) of respondents expressed their scepticism about how companies use their data in marketing.
People, however, are more satisfied than the announcements they consider valuable. According to Ipsos, nine out of ten users (91%) between 16 and 74 are more likely to buy brands that provide offers and suggestions for them relevant.
The respondents who felt close to a brand were more likely to give the brand permission to show them value offerings based on more detailed information and are three times more likely to respond positively to advertising when they perceive a greater sense of control over how the
The closer someone is to making a purchase, the more likely they will perceive ads as relevant and feel positive emotions after seeing them.
Privacy and data: between saying and doing
The Ipsos report three quantitative studies conducted in several European countries (United Kingdom, France, Germany, the Netherlands and Sweden) between 2019 and 2021, and an unprecedented view of the complex and contradictory ways in which consumers behave online.
Ipsos coined a new term for this dichotomy, calling it the…say-do gap (‘divarie between saying and doing’).
For example, 80% of respondents said they were concerned about the potential misuse of personal data, but 93% were in favour of providing companies with information that could be considered sensitive, such as name, address, contact details or information about their family, in exchange for the service provided.
The study points out that while there are positive feedback for marketing professionals who adopt a privacy-centred approach, brands that do not give privacy the attention they deserve risk losing the trust and respect of their customers.
The privacy that marketing likes
Ipsos has identified three key areas where marketing professionals can put consumer privacy first, without giving up creating impact campaigns:
Make sense: people will voluntarily share their information with companies that demonstrate a clear value proposition. Marketing professionals can respond by clearly communicating the value of a customer exchange and anticipating their needs with relevant and timely messages. Make memorable: conscious authorization is precious. People have a limited understanding of how online privacy works, and this affects the way they perceive advertising. But when they remember the choices they made about data sharing, they have more positive responses. Make it manageable: people expect to have control over their personal data, and when they feel that they lack this control, they can become skeptical about digital marketing. Marketing professionals should provide the tools and information that people need to manage privacy preferences, such as the frequency of communications and the renunciation of categories of interest.
The maturity of digital marketing, Bcg’s study
A Boston Consulting Group study starts from the 2019 digital marketing maturity benchmark to better understand how companies use proprietary data to build more meaningful relationships with customers and deliver better experiences, and aims to redefine the future of digital marketing maturity.
Based on workshops, interviews and audits with dozens of agencies, experts and brands across Europe, the study shows that digitally mature marketing professionals have been able to better respond to changing market dynamics and have had twice the chance of increasing their
The methodology of the BCG Workshop study and interviews to define new assumptions of maturity of digital marketing; 25 \belief audit ■ with experts, agencies and brands; Senior executive surveys of 67 brands in six sectors: automotive, retail,
They also continued to exceed the less specialised competitors by an average of 29 percentage points in terms of cost savings and 18 percentage points in terms of revenue.
More brands have improved their position in the BCG Digital Maturity Index since 2019: now, in the latest study, 9% of brands are considered \ best-in-class \ \ \ \ \ \ \
BCG suggests that brands should focus on four key accelerators to make their business a future-proof, and climb up the ranking to become digitally mature organizations.