News
 5
Considerations Every Marketer Should Employ
By Charles Giordano
The following five considerations can assist
marketers in understanding how to work with privacy
colleagues to increase customers’ trust and loyalty.
Go through the following questions and see how well
your company abides by them. Is there room for
improvement?
1. Do you know your customers’ stance on privacy? Do
you incorporate this understanding of your
customers’ privacy preferences into your marketing
campaigns to enhance their receptiveness to your
messages?
2. Almost 1/3 of Americans are considered
privacy-sensitive. Have you implemented steps to
assure these consumers that reasonable safeguards
are in place to secure their information? By doing
so, this group is willing to share more about
themselves.
3. Do you work with your privacy and IT functions to
inventory personal information collected, stored and
outsourced to third-party vendors? Do you make sure
appropriate measures are taken to protect data at
every stage of its use?
4. Are employees who have direct contact with
customers trained in the company’s privacy
commitments and practices? Can they respond to any
question about the collecting, sharing and
outsourcing of their customer’s personal
information?
5. Do you collect too much personal information from
a customer at one time? You will be able to collect
more information for creating targeted marketing
messages after taking the time to establish a
trustful relationship.
---Source
Charles Giordano (charles.giordano@bell.ca)
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