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Consumers aren’t so worried about data misuse by advertisers

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Consumers aren't so worried about data misuse by advertisers

Good news, marketers: While consumers are worried about their data being misused, the misuse they’re worried about is criminal, not commercial. 

Nearly half of consumers are afraid their data will be misused for identity theft, while only 9% are concerned about advertisers misusing it, according to a report by performance marketing firm Tinuiti. Also, only 8% say they’re most worried about products or websites they’ve viewed online being tracked.

While consumers seem resigned to other people having or getting their data, they are still doing what they can to fight this. Only 20% believe they have control of their data and 52% agree that there’s no such thing as online privacy. Even so, nine in 10 have taken some kind of proactive measure to protect it, with more than half having cleared browser cookies and turned off location tracking on mobile devices.

Managing expectations. “I’m more than ever willing to give up that data and really share part of my privacy,” said digital policy consultant Kristina Podnar at last month’s MarTech conference. “But I have to have value. It can’t be for naught. and I have to get true value out of that.”

The numbers back her up. 

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Read next: 3 challenges of building customer trust in a privacy-focused world

When asked what kind of promotional offer would prompt sharing their email address, consumers favor cost savings. Nearly 3 in 10 respondents chose both free shipping (29%) and a discount coupon (28%), with other rewards and perks being favored by fewer than 10%. Only 1 in 5 consumers wouldn’t surrender an email address.


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Another motivator. There is another thing that will help you convince consumers to share data: Tell them what you are going to do with it. A recent Accenture survey found 73% of consumers are willing to share more personal information if brands are transparent about how it is used, up from 66% in 2018.

“If you want to be able to respect people’s privacy but also deliver a valuable personalized experience,you have to have a transparent customer experience right to do privacy and personalization,” Lisa Campbell, CMO of OneTrust, said at The MarTech Conference.

Consumers, as everyone knows, can be contradictory. This explains why 90% would rather view ads than pay for digital content or services, at the same time that 70% prefer to opt-out of ad tracking, according to Tinuiti’s study.

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You like personalization, they don’t. Only 29% like digital ads being tailored to their tastes. Even fewer (24%) approve of the trade-off implicit in targeted advertising – that is, exchanging data for something “free” online.

Consumers recognize the benefits of ad-tracking, but they still don’t like it. More than half (54%) said it’s “creepy that the ads seem to be able to follow me.” At the same time, however, a combined 43% of respondents say this is “fine” if it keeps content free and/or “helpful” for reminding them of products. There is some overlap between the groups: 20% who said retargeted ads are creepy also acknowledge they’re helpful or at least acceptable if they help keep web platforms free.

Why we care. There’s nuance in consumer opinion about data protection and that’s an opportunity for marketers. Also, while “personalized customer experience” is practically marketing gospel, consumers aren’t impressed. While a personalized CX helps sell goods, it doesn’t provide any significant benefit for consumers. It will have to do that in order to entice people to share personal information.


About The Author

App users visit brick and mortar 41 more often than
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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