Google’s three recommendations for building value and trust for data privacy

Last Updated on June 28, 2022 by Alexander Rydberg Ling

A short summary how Google explains how to think about privacy when it comes to first part data, and how to build relationships based on value and trust by creating a fair value exchange with your customers. 

Meaningful

According to recent studies, 9/10 adults are more likely to shop with a brand that provides offers and recommendations they find relevant. When people see value in an exchange, they are more likely to share their data, which you then can use to make future exchanges more meaningful. We call this a meaningful value exchange. An exchange for permission to use their information you give something in return. At its core you are building a relationship based on value and on trust.

Manageable

When people know they are sharing data and gaining control over their decision, they are more likely to find the advertising they see as relevant. Studies have shown that people are 3x more likely to react positively to advertising when they feel in control of their data. So give customers full control of their data settings and features. They should decide how their information is used, and when it’s deleted. And when they have made their choice, it absolutely must be honored.

Memorable

In order for people to respond positively to the marketing they see, people should be able to remember having shared the data that informs the marketing they received. What helps here is full transparency, make people aware that information is being collected, be clear about how it’s going to be used, and communicate the value they’ll get by granting data permissions. Your privacy policy should be free of complicated legal text and easy to find.

In summary, building trust with customers requires:

• A clear value exchange
• User control of their own data decisions
• A transparent privacy policy, explaining how your brand will use the data given permissions.

If you can build your data strategy on those principles, you’ll find your audience is more receptive to the marketing you share. In that case, everyone comes out a winner.

[Why value and trust matter for data privacy, Think With Google, Youtube]

 

psst, are you interest in reading more about first party data? Don’t forget to download our white paper packed with more info 🙂 Guide to First Part Data Strategy