Companies seeking to reach more customers should install robust data privacy controls to improve their credibility in the eyes of consumers, the Direct Marketing Association (DMA) suggests in its Customer Acquisition Barometer 2014.
The DMA found that 52% of UK consumers have voluntarily shared personal information with a company in the past year.
Most consumers (43%) now prefer to exchange information with a brand via e-mail as it has been determined as the most trusted channel of communication; trailing just behind was the specific brand website, which is the preferred channel for data sharing by 42% of consumers. Social media, meanwhile, was rated as the least trusted channel for providing sensitive information by 54% of consumers.
The findings from the study imply that today’s marketers need to be quick to tailor their business models to reflect the changing behaviours of their consumers and place greater emphasis on effective customer acquisition based on trust and transparency, DMA’s executive director Chris Combemale commented.