Are you respecting the privacy of your mobile audience?

Published January 20, 2015 at 6:34 am

While the importance of reaching mobile users can put pressure on a localized marketing campaign, businesses must make sure that they are following best practices and respecting the privacy of customers. In an era when internet users routinely click past Terms and Conditions statements without reading, it’s not always easy to keep the customer informed.

However, companies that make an effort to promote themselves while being courteous leave a better impression and create deeper trust. Every step of a campaign strategy, especially one focusing on mobile platforms, has to be crafted with user data safety in mind. The time it takes to develop material that fits a message across all platforms will be worth it in increased response and audience satisfaction.

Speaking to Fast Company, Gareth Kay of Zeus Jones said that privacy in marketing could well be an important value for customers in the future, and one that businesses are already starting to respect more.

“All the evidence I’ve seen suggests that there is a greater public desire for greater transparency (and symmetry) around privacy than we maybe give credit for,” he said. “Perhaps more importantly we are seeing companies finally try to give people back control of privacy.”

As you take your company’s brand broader, the way you address user security will make a difference. Balance the advantages of a presence across many different devices with the knowledge that customers feel safer responding to your ads.

It can take multiple impressions for your campaign to register, so all of the advertising pieces you design need to have strong resonance — even after the first time they’ve been viewed. All the while, the user will feel better knowing that you aren’t exposing their information to online hazards.