A recent article by eMarketer spread word on a new study saying people don’t want targeted ads. Earlier studies say differently. How conductors educate the participants within and around questions is just as important as the actual question itself. Context can easily change meaning. Even the order of questions affects respondent perception and subsequent answers. Issues in this conclusion (i.e. data security and customization) need to be approached separately at first and combined down the questionnaire so that customers prioritize their opinion aptly and fears controlled.
My opinion remains unchanged. Customers dislike loosing control of their personal information, yet appreciate customization services. If we communicate our responsibility to protect their information, they will appreciate the benefits we serve and their purchases and activity will speak that message.
As marketers, we must treat customer information tenderly and honorably while using buying behavior and click-throughs to target content. It’s a service first and foremost. But we also benefit from it.
Image source: eMarketer