Consumers are increasingly reluctant to share personal data with brands, new research indicates.

The Direct Marketing Association (DMA) said the findings showed marketers must gain consumer trust before asking for personal data.

According to the new Direct Marketing Association (DMA)/fast.MAP Data Tracking Study, the number of consumers willing to provide their name, address and email – data routinely captured by marketers – has seen a “substantial drop” over the last six months.

The study reveals that 31 per cent more respondents stated they are not willing to share their name when requesting further information online compared with six months ago.

Just 27 per cent will always or frequently provide the information required to get access to information online.

But given that trust in a brand is cited by 54 per cent of consumers as the most important factor in determining whether or not they choose to share their data, this is a clear area marketers should focus on.

“Moving forward marketers need to reverse the value exchange, so must build trust with consumers first before asking for personal data,” said Chris Combemale, executive director of the DMA. 

“Only once engagement has taken place and trust earned will it become possible to start a real conversation and obtain data.”

Why not use promotional items as your first engagement method to start a “real conversation” with consumers?

Go back to basics with promotional keyrings and printed mugs – your customers will appreciate the personal touch.

Data capture suffers as consumers opt for online anonymity“. www.dma.org.uk. Wednesday June 22nd.

Posted by Robin McCrink