Spanish consumers value the set of personal data they provide to brands at 167.9 euros if they offer it to a brand with which they are familiar, while that amount increases to 232.72 euros if they have not interacted with the brand before. On average, the value given to each piece of information in the first case is 15.27 euros, while in the second it is 17.90 euros. The information that respondents consider the most valuable is the mobile phone number, followed by the annual income and the email address of people who are part of the customer’s network. These data have been extracted from the European study The Future of Digital Trust, whose conclusions have just been published. In general, the erroneous perception that consumers have about the danger that arises from sharing a certain type of data is curious. For example, they give less importance to geographic information or full name than to email from friends, when from a security point of view, the latter is a less dangerous piece of information to share.

Four out of five (80%) know that their personal data is valuable to companies. 67% of those surveyed believe the companies that benefit the most from data exchange, and only 6% believe that it is the consumer who benefits the most, showing a deep sense of imbalance in the data exchange relationship between consumers and companies. 77% of consumers reported that it is “very important” or “important” to know how mobile operators use their data, information almost as critical as the reliability and cost of the service provided. Research clearly shows that consumers are fully aware that this information has value to the company that  Paraguay WhatsApp Number List  owns it,” says Daniel Gurrola, vice president of Orange Business Vision. Bearing in mind that the value attributed by consumers to their own data may change depending on the relationship they have with a company, it must bet on transparency about the use it makes of it to increase trust. Declan Lonergan, another of those responsible for this study, believes that consumer trust must be established and maintained to allow organizations to take advantage of the transfer, storage and analysis of this data. And this battle for trust will be decisive for all digital gamers.

The principles had been tough. Or more than harsh, confusing. Previous experiences in internet advertising were limited and unpopular. Prodigy, an IBM company that was one of the pioneers in offering online services, tried Internet advertising in the 1980s, but did not know very well what to do with it (or how to turn it into something really profitable). Trying to do something in the prehistory of the internet that was that in the 80s still has its merit. In 1993, a browser also sold a web ad, but it did not go beyond there. And when Wired began to market advertising for its online edition, it was therefore very ignorant. Did the magazine work with an agency? that he sold it to his clients without really knowing what he was selling. Customers bought it, although many had doubts as to whether the format would really be legal, and they had to get down to business with the creatives. At first, they weren’t even aware that this new ad was going to be clickable and that therefore it would have consequences on what they were creating.

As one of the pioneers from the world of online advertising brands explains, many of the brands that he worked with from his agency could not understand what they were going to sell until the ads appeared on Wired (then called “graphical ad unit”) and saw exactly what it was about. At first everything was experimental and little measured (it was surprising for advertisers to think that they could take the consumer to exactly the place they wanted), but banners quickly became the fuel of the network. The first cyber empires were created around them and they were the ones who sustained the first internet companies, which had their clearest source of income in advertisements. The playing field became much more complete and complicated when Google, then a start-up and simply a search engine, entered the advertising market with Google Adsense in 2003. The tool made it possible to change how the online advertising market worked. You no longer had to have a complete team of salespeople working for the company to sell online advertising, but simply had to sign up for a Google service.

 

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