Katie Oakes says, “Marketers: personalization is our duty

Customers willingly give brands a lot of information. Some brands collect names, birthdays, message preferences and location in addition to contact information like email address, phone number and physical address. Brands that connect through Facebook and other social media accounts gain access to even more information – a person’s likes, friends/followers, age, demographics and more.

Why are so many consumers willing to share this information? In a recent webinar, Ed Kowalski, Senior Director of Strategic Services at Experian Marketing Services refers to this phenomenon as the equitable exchange – customers provide companies with personal information because they believe it will enhance their brand experience. In return, marketers have a duty to responsibly use that data to benefit the customer”.

The equitable exchange – why personalization is our duty

‘Experian Marketing Forward’ Blog

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