• 0

Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

  • Campaigns
  • Speaking
  • About
  • Cartoons
  • Contact
  • Book
  • 0

sharing personal data with marketers

July 13, 2014

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
TweetLinkedInFacebookEmail

Consumers are increasingly aware just how much personal data they’re sharing with marketers. Whether browsing online or shopping in a store with a loyalty card, consumers reveal a lot of themselves every time they interact with a brand.

In a recent Communispace study (PDF), 86% of consumers would click a “Do Not Track” button if one existed and 30% would pay a 5% premium for a guarantee that their personal data would not be captured.

Yet 52% of consumers would share their personal data with marketers for discounts, with younger consumers more comfortable sharing personal data. A majority of Millennials and Gen X-ers would share data for discounts, while a majority of Boomers and Silents would not.

As I cartooned a couple of months ago, it will be interesting to watch how different brands navigate the tradeoffs of consumer privacy with personalization and relevance. I think that the brands that do best will be the ones that let consumers have a say in what data they share and how that data is used.

The Communispace study raised some interesting takeaways for marketers:

“Our research suggests serious risks for companies who don’t respect their customers’ wishes for privacy and control, and who continue to push messages – even personalized messages – without providing corresponding means for customers to seek them out and signal their intentions…

“While people increasingly accept some loss of privacy as a cost of doing business, or a way to earn perks, the majority say they do not appreciate the covert tracking that takes place in the name of “added value” and “customized experiences.”

“It … suggests a real opportunity for companies ready to engage with consumers on their terms and re-negotiate power in the vendor-customer relationship.”

I’d love to hear your thoughts on how marketers should navigate personal data.

(Marketoonist Monday: I’m giving away a signed print of this week’s cartoon. Just share an insightful comment to this week’s post by 5:00 PST on Monday. Thanks!)

Filed Under: Big Data

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Your Ad Ignored Here Book Image

15 years of Marketoonist compiled for your marketing pleasure.

Order Now

About Marketoonist

Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

Browse Blog Posts

Most Popular Cartoons Browse Categories

Marketoon Campaigns

contentmarketing

Content marketing with a sense of humor.

Learn More

Keynote Speaking

speakingworkshops

Insightful, funny, and visual keynote talks and workshops.

Book Tom to Speak

Search Blog Posts

Interested? Let’s Talk!

Footer Form - Let's Talk

  • This field is for validation purposes and should be left unchanged.

Marketoons

Browse Categories
Spacing Things Out

About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

© 2025 Marketoonist