Every company wants to tap into how consumers are interacting with their brand, especially online. Almost every marketing initiative created within the past 3 years is an attempt to capture more data from consumers-from what consumers are searching on company websites to where a consumer lives. Brands are desperate to find out more information in order to increase their market share. More and more consumers are starting to feel the desperation and feel bombarded with ads, both online and print, trying to capture their attention. However, when it comes to sharing data, there are different types of consumers. An article by brandchannel outlines the various types as: Defenders, Resigned, Happy Go Lucky, Savvy and In Control.
I identify myself as a “Savvy and In Control” data sharer. As a marketing student, I understand the initiative and the large sum of money put behind paid online advertising, therefore for brands that I trust, I ensure that I strategically share my personal data with them. By strategically I mean that will only certain information with a company that I trust. I will share my email information and will fill out a survey on occasion- especially for bonus stars at Starbucks- or “Like” a promoted Instagram or Facebook post for a brand that I like. As the article suggests, I am apart of that 80% that will “share non-required pieces of data for reward points.” I believe that if brands begin to understand how to give the consumer more control over what pieces of data they would like to share then will they gain more information from trusted consumers.
The challenge now is not for brands to reach a new, larger audience but to gain the trust of these consumers to share information. Only strategic initiatives and emotional marketing will provoke this. Only time will tell what will happen!
