When dismissed a number of years ago by a number of digerati, privacy has come back as an existential challenge for online publishers and digital marketers. There are some recent privacy-related surveys from Forrester research that captured quite a large chasm between enterprise marketers and consumers on the subject.
There are increasing concerns from consumers in the US and Europe about how personal data is being used online and how they are trusting fewer and fewer brands. But, Forrester has found lax enterprise standards and a “cavalier attitude” about data collection by brand marketers. This is playing with fire when you look at it from a European context. Just look at the General Data Protection Regulation (GDPR) privacy regulations and associated penalties.
The consumer data are from a survey (or surveys) of over 50,000 adults. The enterprise data come from a mix of Forrester surveys conducted in 2017. The firm isn’t segmenting the data by geography in the report presenting these findings.
The link below includes some specific takeaways and high-level data points illustrating the gap between consumers and enterprises on privacy.