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Consumers Want Privacy. Marketers Can Deliver.
Article

Consumers Want Privacy. Marketers Can Deliver.

Derek Rodenhausen, Lauren Wiener, Kristi Rogers and Mary Katerman
Boston Consulting Group, 2022
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Editorial Rating

8

Qualities

  • Applicable
  • Overview
  • Visionary

Recommendation

If you’re trying to understand consumer data, personalized marketing and privacy concerns, Google makes an ideal research partner. The Boston Consulting Group collaborated with Google to survey consumers and top marketers about how they’re navigating the need for personalized marketing and the growing privacy concerns of consumers. Is it possible to build trust, collect data and create value for the company, and for consumers? It is, but communication is key.

Take-Aways

  • Many consumers are hesitant to share personal information, but personalized marketing is increasingly necessary to gain consumer attention, and personalized marketing requires data.
  • Attitudes about personal information differ by consumer segment; building consumer trust is paramount.
  • To build a privacy-first marketing strategy, cultivate consumer trust, update data and tech infrastructure, and implement a data-centric and privacy-first approach.

About the Authors

Derek Rodenhausen, Lauren Wiener, Kristi Rogers and Mary Katerman are professionals with the Boston Consulting Group.

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