Digital Marketing in Today’s Privacy-Conscious World
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“This type of focus on consumer privacy is relatively new to the US,” said Michael Nevins, CMO at ad server Smart. “In Europe, there’s always been greater awareness and stronger concern about privacy by corporations and consumers. Particularly in France and Germany, there’s a greater awareness and suspicion among consumers about how their information is being used.”
Adrien Thil, head of corporate development at Smart, went on to acknowledge this is particularly true for France, where data protection rules have been in place since the 1970s. Such familiarity may be one reason internet users in France were more inclined to ask companies to delete the information they had stored in 2018 and 2019 compared with those from Germany or the UK (more on US respondents in a minute). But the same May 2019 poll conducted by marketing and sales software firm HubSpot and the University of Virginia McIntire School of Commerce also showed internet users in France were slightly less inclined to opt out of company data collection vs. their counterparts. This may suggest those consumers have a much more black-and-white view on data privacy: They will either share all their data with companies, or they won’t share any.