Forging customer connections in a privacy-obsessed world

Marketers today typically have access to a wealth of data about their customers and prospects, but that doesn't mean it's a free for all. Contributor EJ McGowan advises how marketers can deliver personalized content while respecting customers' privacy concerns. The digital disruption that has revolutionized the way people communicate and do business has changed its course in recent years. Where consumers had become accustomed to sharing their personal information in exchange for benefits and services from businesses, many are now feeling a growing concern for the privacy and security of this information and are less willing to share.