Finally some icing on the cake; in a survey conducted by Forrester, 91% of customer data management professionals said data privacy was a top concern of their customers, and a minority of them knew where all of their company’s data is stored. So here’s the deal:
1. Clients to the media industry distrust the media agencies, and they feel a lack of transparency for their data.
2. Clients to the media industry don’t know where their data is stored.
3. Clients to the media industry are aware of the fact that their customers value privacy.
So, clients to the media industry see customer privacy as one of their main concerns, but at the same time they don’t trust their media agency partners and they don’t know where their data is stored. But there’s more. At the same time, a vast majority of customers expect omnichannel personalisation from brands, and we all know that customer experience is more important than ever. There’s definitely a job to be done here.
The distrust has been a real key motivation for Precis when building the next-generation marketing agency. We have focused fully on transparency, together with letting our clients own their data when building the Alternative. If you add privacy concerns and the expectation of personalisation to the mix, it is clear that this Alternative will be more needed than ever. As a company, we need to continue our quest of finding the true value of marketing and guide our clients through the process. Apart from that, we need to push our clients to own their data and making sure that they are ahead of the privacy regulation curve, and at the same time help them provide the best possible user experience.
During this year at Precis, we have talked a lot about our quest for creating the Alternative in our industry. We believe that we will reach that by thinking differently across all our strategic areas, and always push ourselves to unlock new value for our clients. Now being a company consisting of more than 270 people across eight offices, it is hard to capture all accomplishments in one blog post, but here are a few things that come to my mind: