Trust in digital marketing not as high as hoped

Consumer trust in digital marketing is on the wane. Though trust has always been a fundamental part of the relationship between consumers and brands, a new study has revealed that consumers are positive about technology per se, but not as positive about digital advertising.

Preferring television advertising instead in today’s digital age, more than one-third of consumers surveyed (37 per cent) said digital ads were too intrusive. The study termed it symptomatic of the broader intrusion into consumers’ lives through utilisation of their data.

WPP media arm GroupM’s new report found data privacy continues to remain a significant concern for consumers globally, with 61 percent of those surveyed indicating they would be less willing to buy or use a product or service if companies use their personal data.