Page 3 - 2023 Omnichannel Marketing Handbook

Omnichannel marketing is difficult to get right. There are many
moving parts to consider among continuously evolving channels,
regulations, and consumer concerns about their privacy.

In a relatively short period of time, consumers have grown more
aware of, and wary about, how marketers track their activity and
collect their data. Their privacy concerns are among the greatest
changes and challenges facing omnichannel marketers today.

Consider the findings of a recent KPMG survey:
• 86% of Americans say data privacy is a growing concern
• 68% are concerned about the level of data businesses collect
• 40% don’t trust companies to ethically use their data
• 30% aren’t willing to share personal data for any reason

Yes, consumers want personalized experiences that provide the
most value and relevance, but not at the expense of their online
security or privacy.

McKinsey research found that 71% of consumers expect compa-
nies to deliver personalized interactions, and 76% get frustrated
when this doesn’t happen.

Transparency can make all the difference here: 40% of those sur-
veyed by KPMG said they would willingly share their personal data if
they knew exactly who would use it and how.

For the protection of your consumers, your reputation, and your
bottom line, your omnichannel marketing initiatives must
include a heightened focus on data privacy and governance –
both of which we explore further in this handbook.

Omnichannel Marketing Handbook 3