In an interview with Marketing Land, Duane Schulz, a principal consultant at Schulz Advisors and former chief marketing technologist at Xerox, discussed how organizations can build trust by shifting to a user-first model of marketing.
He described four steps to achieving that privacy-focused strategy:
1. Establish core values: Propose a set of companywide beliefs and principles that ensure the entire organization understands the consumer experience far outranks the company’s financial performance.
2. Consider a real-world approach: Model digital experiences after physical ones, fostering organic engagement rather than forcing a sale based on stealthily gathered consumer data.
3. Prioritize trust and consent: Monitor the actual processes of all data-gathering tools — those developed in-house and commissioned from third-party vendors — to ensure they abide by the organization’s privacy policies.
4. Remember that content is king: “Content creates more value than digital interactions. Great content allows you to earn the data, instead of earning the data through trickery,” Mr. Schulz said.
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