Google has paralto the future of the web and the privacy a DMEXCO 2022, the Cologne conference. Presenting the study “Privacy By Design: the benefits of putting people in control”Google EMEA President Matti Brittin explained that privacy benefits advertisers as much as users.
Google talks about web and privacy at DMEXCO 2022
Google’s new report commissioned to Ipsos shows how helping customers have a perception of control over their data benefits business. In fact, people find poor online experiences in terms of privacy almost as harmful as direct data breaches. And more than half of the people surveyed would be willing to move to second choice in terms of brands on a product, in order to have a better experience in terms of privacy.
As he explains Matt Brittin, President Google EMEA, “The impact of a negative experience on privacy greatly outweighs that of a positive experience. This means that once the damage is done, delivering an optimal privacy experience won’t keep customers coming back. Guarantee immediately an experience focused on respect for privacy translates into excellent results.“
Matt Brittin, President Google EMEA
And he goes on to explain that greater control over data improves brand perception. “People prefer to buy from brands that give them more control over their privacy. Whether it’s asking for consent to personalize ads or send reminders to adjust privacy settings. “
Brittin goes on to explain that nearly three out of four users prefer honest brands over data collection. And more than four in ten (43%) would choose their second favorite brand, in exchange for better privacy. Therefore, it becomes necessary for brands to project an image that is attentive to data processing. “It is because of the uncertainty we are experiencing that companies cannot avoid privacy. In difficult times it is necessary to invest in the future. Privacy is that investment “.
So you have to use 3 M’s – privacy experiences have to be Meaningful (significant), Memorable (memorable) e Manageable (manageable).
This information confirms what emerged from last year’s Ipsos study by Google: privacy makes good marketing.
The best practices to apply
- Ask people how (and how often) they wanted their preferences remembered (“memorable”).
- Send a summary email on privacy management (“memorable” + “manageable”)
- Ask for consent for the personalization of a website (“meaningful” and “manageable”).
Anyone who has followed these practices has obtained one perception of privacy increased by 37%increasing trust (+ 11%), positive emotional response (+ 27%) and perceived relevance of ads (+ 11%).
In short: increasing the control that users have over privacy also benefits advertisers.