Consumer data: Pass control of data to the customer
Marie Stafford and Elizabeth Cherian J. Walter Thompson
Control over personal data is now ranked third among consumers' needs from brands, according to a new global study. Mistrust of the permissions required to enable interaction with branded content is rife. Brands need to respond with transparency, empathy and genuine collaboration that allow users to control their data sharing.
Consumers today are said to be co-creators and producers, ready to hack your brand to their own design. Brands are advised to hand over control if they want to keep their...