How to balance personalization and privacy in communications
APRIL 22, 2020
As technology develops and consumers change, all signs point toward personalization as the new standard of the modern brand-consumer relationship. Namely, the desire for greater data privacy and protection from exploitation are causing tensions in how brands seek to reach their destination. Some call this the “privacy paradox.” At the same time, however, consumers are more willing than ever to exchange information for convenience and personalized brand experiences.