85% understand and accept personal tracking This is the fourteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.There is a lot of chatter in the media – both traditional and social – about privacy, or more specifically, the use of personal data in marketing and related activities. There has been […]

85% understand and accept personal tracking This is the fourteenth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.There is a lot of chatter in the media – both traditional and social – about privacy, or more specifically, the use of personal data in marketing and related activities. There has been significant media commentary to suggest that consumers are increasingly concerned about the way in which their data is being used. Be this as it may, in a recent survey 85% of consumers understand that websites track their online shopping behaviour and use the data gathered through that process for marketing purposes. While many of those surveyed, were not necessarily happy about this practice, they felt it was inevitable and acceptable. Interestingly, 75% of respondents suggested that they would rather the data collected was used to improve the shopping experience than to market to them. It…