HBR Insights Future of Business Boxed Set (8 Books)

 

7

TO REGAIN CONSUMERS’ TRUST, MARKETERS NEED TRANSPARENT DATA PRACTICES

by Kevin Cochrane

It’s a good time to be a consumer. New digital business models have flipped the customer-brand relationship on its head. No longer do consumers need to do their own background research on a product or company to find what they are looking for. Instead, brands come to us. There are more options and more channels to get what you want than ever before.

That said, there is always a downside. This seemingly limitless digital economy has brought with it feelings of overexposure. No one likes to feel as if they’re being watched, yet with technology continuing to mature, we have found ourselves entrenched in a marketing machine that has become far too intimate ...