{"id":21492,"date":"2018-05-23T12:38:56","date_gmt":"2018-05-23T11:38:56","guid":{"rendered":"http:\/\/www.intelligentcio.com\/eu\/?p=21492"},"modified":"2018-05-23T15:03:30","modified_gmt":"2018-05-23T14:03:30","slug":"research-shows-concern-for-personal-information-access-by-companies","status":"publish","type":"post","link":"https:\/\/www.intelligentcio.com\/eu\/2018\/05\/23\/research-shows-concern-for-personal-information-access-by-companies\/","title":{"rendered":"Research shows concern for personal information accessed by companies"},"content":{"rendered":"<p>New research of both consumers and businesses, commissioned by Marketo, Inc., a leading provider of engagement marketing software and solutions, has found that three quarters (75%) of European consumers are concerned about the extent of personal information companies might have access to and less than half (42%) trust that companies will use their personal information correctly. However, with the General Data Protection Regulation (GDPR), nearly two thirds (64%) of consumers claim that they will be happy to share their data in exchange for deals and benefits, presenting an opportunity for marketers. London-based research agency Loudhouse, on behalf of Marketo, surveyed more than 3,000 consumers and 300 key marketing decision makers, across three territories (UK, Germany and France) to compile these results.<\/p>\n<p>&#8220;The GDPR legislation presents marketers with one of those rare opportunities to build customer relationships by demonstrating trust and clarity,&#8221; said Jamie Anderson, President EMEA, Marketo. &#8220;Consumer dissatisfaction around how their data is used and to what extent, is at an all-time high, according to our findings. To thrive in a post-GDPR world, marketers must demonstrate their understanding of this in the actions they take, through meaningful, personalised communications at every touchpoint,&#8221; he added.<\/p>\n<p>In addition to their views about GDPR, the survey asked respondents how they felt about the long list of data breach headlines over the last few years; more than three quarters (76%) said they were concerned about how their personal data is stored and used. Just under three quarters (73%) of consumers would like to receive regular communications about the personal data companies might hold. Yet, at the time the research was completed, only 28% of businesses claimed to be fully GDPR compliant.<\/p>\n<p>To understand how businesses are faring, the research also surveyed 300 businesses across the UK, France and Germany, and uncovered two distinct approaches to GDPR:<\/p>\n<ul>\n<li><strong>Marketing first<\/strong> \u2013 More than half of the companies surveyed (55%), identified themselves as taking a marketing first approach to GDPR, using compliance as an opportunity to better engage with customers or prospects through smarter marketing<\/li>\n<li><strong>Legal first<\/strong> \u2013 The remaining 45% aligned themselves to taking a legal first approach, in doing what they need to be legally compliant with GDPR and subsequently using these requirements to dictate marketing strategy<\/li>\n<\/ul>\n<p>When comparing the two business approaches, the new research found:<\/p>\n<ul>\n<li>Of the marketing first respondents, 34% have significantly redefined their priorities, compared to just 13% of legal first companies<\/li>\n<li>And almost half (49%) of the marketing first group has implemented new systems and marketing tools, compared with a third (33%) of those who identified as legal first<\/li>\n<li>Regardless of which camp they&#8217;re in, GDPR isn&#8217;t expected to impede business, as 96% of organisations are still optimistic about hitting their targets by year-end<\/li>\n<\/ul>\n<p>&#8220;Regardless of which side you sit, the ultimate drivers should always be your customer and delivering meaningful experiences that are founded on trust,&#8221; said Peter Bell, Senior Director of Marketing, Marketo. &#8220;It&#8217;s clear from this research that consumer trust is low but not unrecoverable. GDPR is designed to ensure your customers have more control over their personal data and how it&#8217;s used. Those businesses which proactively support that and use it as an opportunity to better engage with customers are those which will thrive in the coming years by creating lasting relationships.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New research of both consumers and businesses, commissioned by Marketo, Inc., a leading provider of engagement marketing software and solutions, has found that three quarters (75%) of European consumers are concerned about the extent of personal information companies might have access to and less than half (42%) trust that companies will use their personal information [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":21500,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,10,14,6617,23],"tags":[7081,1931,7080,7082],"class_list":["post-21492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-france","category-germany","category-more-news","category-research","category-united-kingdom","tag-gdpr-legislation","tag-general-data-protection-regulation","tag-loudhouse","tag-marketo"],"acf":[],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/posts\/21492","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/comments?post=21492"}],"version-history":[{"count":4,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/posts\/21492\/revisions"}],"predecessor-version":[{"id":21503,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/posts\/21492\/revisions\/21503"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/media\/21500"}],"wp:attachment":[{"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/media?parent=21492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/categories?post=21492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intelligentcio.com\/eu\/wp-json\/wp\/v2\/tags?post=21492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}