Google on realising consumer trust: why today’s customer relationships are vital to tomorrow’s business growth
The future of the free, open, and ad-supported web depends on perfecting the balance of protecting people’s privacy and sustainable business growth. We all have a part to play in building a web that works for everyone – and Google is building solutions to help.
We’re living in a defining moment for how data is used in Australia. 74% of Australian consumers say they’re highly sceptical about how companies use their data for marketing [1] – meaning we all need to adapt and work together to increase consumer trust.
Two-thirds (66%) of consumers in Australia saying they don’t feel like they understand where they can access what information is collected about them online [2]. This has resulted in calls for more user protections and control, leading to a review of the Australian Privacy Act. The ultimate challenge for marketing is to improve consumer trust while still delivering relevant experiences and driving results.
How did we get here?
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