The biggest stalker:
One of the most used terms of recent years is big data.
As the concept of big data is not completely known, the phrase of big data creates doubts. However, it is not what you think it is. When utilized consciously, it has some aspects that can make both individual users and brands happy.
But before we get to that, let’s see what big data is.
Big data can be defined as an unimaginable pile of data, formed by a combination of traces that individual users leave behind during their interactions online.
Brands should break down customers’ fear of the unknown and convince them to share information by communicating and being empathetic towards them.
Let’s begin with the cons and pros of big data for companies.
Brands, which can undertake successful analysis of the data that is collected, can use the reports of the analysis to create forward-looking strategies, they shape the company into a structure that will maximize customer satisfaction.
However, on the other hand, the doubts that customers develop against big data cause them to spend much less time on websites than usual.
Hence, in the long term, it is so beneficial for the business to observe the situations where the customer is happy about sharing their data and do an analysis of them.
A large-scale study conducted for Google shows that when it is clearly stated how the data they share will be processed and in what areas it will be used, customers do not have any more concerns about sharing their personal data. So, trust is the most important aspect of this communication between customers and businesses.
To be able to establish this sense of trust will benefit not only the brand side but also the user side because the user will be satisfied with having the privilege of encountering the information and promotions in accordance with their interests and wants.
However, it is not so easy to build this sense of trust. Brands need to take steps far beyond the legal obligations in this matter.
The way to create this trust relationship can be grouped into three main headings: telling, setting boundaries, and being interchangeable.
Under the heading “Telling”, indicating to the visitors what data they are sharing, for what purpose, and by whom this data will be recorded and processed can be listed.
However, in doing so, a much simpler and user-friendly attitude should be taken rather than using confusing language filled with terms that anyone can understand. At the same time, the business should be specifying how the data they share will benefit them, making users more sympathetic to information sharing.
When they see that an ad shown to them at the right time means saving both time and money, users start to realize that big data isn’t really such a doubtful concept and start to enjoy the situation.
Another title is “setting boundaries”.
Users, when pressing the “accept all cookies” button or filling out forms, have the fear that disturbs them the most of being disturbed by countless emails and out-of-the-blue calls.
Of course, as a brand, we should continue to communicate with the target audience, but reminding the target audience of the space they give us and showing that we are moving within these boundaries will make customers feel safe and protected.
Finally, let’s consider the title “interchangeability”…
One of the biggest problems for users is that they don’t know how much information they’ve shared with which brand. Thus, they are afraid that their data is being misused because they have lost control of their shared data.
A study shows that people with this fear make up 80 percent of all users; so we’re dealing with a problem that’s too big to ignore. If customers are sent messages that emphasize “interchangeability”, such as unsubscribing, changing the frequency of communication, reviewing the permissions they gave for data usage; they will feel great confidence and relief with being the one in charge.
Caring about these points mentioned above is the first step towards making the most of big data. Creating a transparent, intimate, and power-balanced space between you and your target audience can give you a unique resource for analysis by removing barriers to collecting precious data. Of course, it is also necessary to analyze this data successfully and to make strategic planning in line with these analyses.