Data analytics has become an essential part of marketing strategies for all businesses and industries. Collecting and analyzing data and metrics can help you improve and optimize your business by enabling you to better understand what your target audience wants and needs.  However, to understand your customers’ behaviors, it’s important to keep their best interests in mind. Unethical data collection can put both your company and your customers at risk.

Understanding your customers is essential to building a trusted brand, but part of that process is being transparent and honest. If you want to build a loyal customer base, you have to be mindful and thoughtful in your marketing efforts, including how you collect and use data. Consumers want brands that are authentic, relatable, and honest. If they feel you are using them to simply make a sale and don’t care about their needs, it can tarnish your brand reputation and potentially lead to legal disputes.

Connecting With Your Customers

It’s important to engage and connect with your target audience on a deeper level to understand where they are coming from. To truly meet a customer’s needs, we have to see things from their perspective. This shows you value them and aren’t simply in business to make more money.

Individuals shaking hands over a table

Building a relationship with your customers is part of creating an ethical and trustworthy brand; you just want to make sure you aren’t crossing a line. It’s all about respect and balance. Research your customers, listen to them, and use their feedback to connect and give them what they want, but don’t use them to line your pockets.

You can connect more with your customers by:

  • Being open and positive: Customers respond better to brands that exude openness, honesty, and positivity. The better you present yourself, the more likely your customers will be drawn to your brand. Positive energy goes a long way.
  • Asking questions: Show your customers you care by asking questions. Good brands are curious about their customers. You should have a desire to figure out what their concerns are and what they want so you can better meet their needs.
  • Listening and being responsive: Take their feedback and use it to make improvements. Be responsive when they reach out and show that you are actively working to deliver on your promises to ensure they have the best experience possible.
  • Connecting face-to-face: Provide ways for your customers to engage with your brand in person. Customers often feel heard and better taken care of when they can speak with representatives face-to-face. This, of course, also deepens the connection with your customers and builds trust and respect.

Consumer Concerns with Unethical Marketing

Consumers are increasingly concerned with the safety of their personal information. Everywhere we turn, our behaviors and information are being tracked, analyzed, and stored. Of course, companies claim that it’s to improve the user experience, but to someone on the outside, it can feel invasive.

This is why brands must understand where to draw the line when using analytics and marketing research. You want to understand and connect with your target audience, yes, but you don’t want to go so far that they feel like their private information is being compromised. Ethical marketing practices are a must if you want consumers to trust your brand.

Protecting the privacy of your customers should always be on your mind when collecting and using data. Marketing research is highly effective, and while some think there is nothing wrong with diving deep to get the information you need to deliver a superior customer experience, others feel that there is such a thing as going too far. You shouldn’t have to compromise a customer’s private information to give them what they want.


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How to Use Consumer Data Ethically

Having a set of principles and best practices to guide your company decisions, including your marketing, can help ensure that you create an ethical brand with your customers’ best interests in mind. To establish an ethical data usage program:

1. Define your values

As mentioned above, having a clear set of guiding principles and values can ensure everything you do within your company and all decisions you make are thoughtful and ethical. To have an ethical consumer data program, you need to know its value and why it’s essential to both your company and your consumers.

Wooden signs conveying ethical related concepts2. Ensure transparency

Never trick your customers into giving away their information. You should always be open and honest about your data collection practices. Most customers don’t know where their information is going or how it is being used, which creates distrust. However, if you are transparent about your processes and how it benefits them, you will build deeper connections with your customers because they know they can trust you have their best interest in mind.

3. Be mindful of data ownership

Not everyone should have access to the data you collect. An ethical data program ensures the safety of consumer information by limiting who has access and ownership over it.

4. Partner and share data cautiously

Lots of companies partner with other businesses to network and expand their reach. However, you should choose who you partner with wisely, as not all businesses may share in the same ethical practices as your does. You don’t want to find you have shared your customer data with a company that will misuse their information and put it at risk.

5. Make sure it benefits the customer

If your customers find you are using their information in a way they weren’t expecting, you might lose their trust. Data collection is ultimately about delivering a quality experience and meeting your customer’s needs. The way you use data should feel respectful and rewarding to benefit them.

The Future of Data Collection

Trends in data collection are expected to transform the marketing industry in the next few years. With companies taking more mindful approaches to their marketing strategies and our digital and technological capabilities continually advancing, the data collection landscape is expected to see changes and improvements.

Some of these trends that will affect the way companies collect and use data include:

  • More device usage
  • Fewer concerns about data tracking
  • Access to higher-quality data
  • Improved automation
  • Outsourced analytics
  • Increased opportunities for data exchanges
  • Interactive data stories
  • Federal and state legislation ensuring safe data


Having a marketing strategy that includes data analytics is key to running a successful business. With markets and behaviors constantly changing, the only way to keep up is to research consumer behaviors to deliver a higher quality experience and improve brand awareness.

To connect with consumers on a more personal level, you need to see things from their perspective and understand what they want and need. Just make sure you are leading marketing research with ethical practices to ensure the safety of your company and your customers’ information.


Joshua Lyons Marketing, LLC was established in 2015. Since that time we have provided digital marketing services to business and professionals. We help our clients increase their online exposure as a means to increase sales and revenue. Our core services include search engine optimization (SEO), website development and content creation. We also provide other online marketing services, such as email marketing, marketing consultations and various types of advertising. Our team is based in the Milton, Pace and Pensacola, Florida area. However, we work with clients throughout the United States. Read More



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