Importance of brand reputation in a digital age

Data privacy and customer trust are two of the most important elements for online brands in building a successful brand reputation.

With data breaches becoming increasingly common and customers more aware of their data security rights, businesses must ensure they are protecting both their confidential data and the data shared by their customers.

Not only is this essential for regulatory compliance, but also to build customer loyalty and trust in the brand. By taking proactive measures such as investing in data protection strategies, implementing industry best practices, and providing transparent communication about data usage policies, businesses can establish themselves as reliable brands that consumers trust with their personal information.

Key actions businesses can take to improve brand reputation

Ensure their data is regularly updated and kept secure

Data is a powerful resource for brands to improve customer insights, increase customer loyalty, and develop innovative products and services. Brands should ensure data is always kept up-to-date and stored securely to maintain data integrity. This will help build customer trust, as data breaches can undermine public confidence in the brand.

Boost brand visibility

Companies can use social media to let more people know about their brand. They can post content related to their products or services, engage with customers, and build relationships. Additionally, they can use social media to advertise their products and services cost-effectively. Social media allows companies to stay connected with their target audience and inform them of updates, new products, etc. Companies should strive to create valuable, relevant, and engaging content for their target audience to get the most out of social media marketing.

Respond quickly to customer inquiries

Responsive customer service is important for improving brand reputation as it shows the customer that their concerns are taken seriously and respected by the organization. Brands should provide timely assistance via phone, email or social media channels so that customers feel heard and valued when reaching out with feedback or questions related to data privacy practices or other issues impacting their relationship with the company.

Invest in cybersecurity measures

Implementing strong security measures such as firewalls, encryption algorithms, authentication systems etc., helps protect consumers from potential data breaches or misuse of personal information by unauthorized third parties. Regularly testing these security systems also maintains data integrity and protects customers from malicious cyberattacks that could damage the brand’s reputation.

Make consent management a priority

Ensuring customers have the power to manage their data use preferences through consent management tools helps brands gain consumer trust and protect against potential data risks. Customers should be able to easily view what data is being collected and how it’s being used by the brand to make an informed decision when giving consent.

‘’71% of consumers prefer to buy from brands that align with their values.’’ Forbes, Oct 2021

Is there a way for marketing teams to identify and overcome data privacy concerns?

Yes, a solution exists to keep companies compliant, brands visible, and consumers in control of their personal information:

A Consent and Preference Management platform (CMP) is a software solution that helps businesses collect and manage personal information and consents in line with data protection laws and regulations such as GDPR and CCPA.

CMPs are designed to integrate with all sales and marketing platforms, they enable businesses to gain insight into the personal data lifecycle from the moment of opt-in to the moment of data removal, enabling them to track, monitor, and respond to data subjects’ requests and consent preferences.

How can CMPs help marketing teams achieve their goals

Consent and preference management platforms give marketing teams a prime opportunity to focus on building customer trust and achieve the following goals:

• Ensure data privacy compliance
• Improve marketing efficiency by only sending the communication most likely to succeed
• Enable the most effective personalization for stand-out experiences
• Put the customer firmly in control of how the brand communicates with them
• Increase marketing ROI
• Create brand trust and credibility.

What is Cassie and can it help boost sales with preference based targeting?

Cassie is the Consent and Preference Management platform (CMP) that powers sustainable, compliant revenue growth by building stronger customer relationships through the respect of individual choices.

Boost engagement with personalized experiences

Cassie uses powerful identification methods, high-speed integrations with all your marketing technologies and granular capture of customer preferences to enable you to deliver personalized customer experiences.

Simplify paths to purchase

Cassie operates in real time. So a customer can be identified and served a message in micro-seconds…a message driven not by segmentation but highly-granular personalization. That’s why our customers see increased campaign response rates and sales when they use Cassie as their CMP.

Retain your marketable database

Our clients see their customers opting down rather than opting out, retaining their marketable database. Options such as holidays, frequency, specific product categories and seasons help your customers find a way to stay engaged that suits them.

A lifelong customer record

Cassie doesn’t just record all your consents and preferences; Cassie audits everything.
This means your data is never changed but overlaid with new data and that you have an accurate and comprehensive record of any actions your customers take.