Daily Insights

Adding Values-Based Marketing Into the Mix

By: Evan Bakker | Jan 17, 2020

Privacy has increasingly become a top-of-mind concern for consumers, while 21% of marketers say that privacy compliance is their biggest multichannel marketing challenge. This has translated to the site experience, where many brands simply provide a privacy policy without surfacing key contents in a digestible manner for their customers. As a prime example, only 26% of analyzed brands provided a notice about cookies or collecting consumer data—either through a homepage banner or transparent language at the account and newsletter sign-up stages, according to Gartner’s report, Activating Explicit and Implicit Data to Personalize at Scale. While 47% of analyzed brands offered users a table of contents in their privacy policy, only 16% had a version that spelled out core policy tenets.

These dynamics provide the breeding ground for brands to leverage proactive privacy approaches as a competitive advantage via values-based marketing campaigns. Brands like Apple have dedicated ads to their privacy practices across platforms, from TV to YouTube. One of Apple’s YouTube videos received almost 30 million views, reflecting the efforts and investments that companies have made to assuage privacy concerns.

Furthermore, on their site, the consumer electronics retailer has a user-friendly privacy hub with a breakdown of the privacy features on their devices, plus a table of contents including the ability to manage privacy preferences. As these campaigns continue to roll out, brands with a paucity of privacy messaging will fall further behind and risk losing consumer trust and the data capture opportunities that come with it.