As consumers expect more brands to tailor products and services to them, they must also surrender more and more personal information so companies can optimise such an experience. This commercial trade-off has become that much more top of mind for more consumers off the back of privacy regulation that has gone into effect in developed markets around the world.
More privacy regulation will be likely come 2020, and tech titans can expect more oversight by governments worldwide as these industries, in which these tech titans operate, including internet search, digital advertising, ecommerce and social media, begin to mature and governments seek to reel in their expanding influence. In general, these changes indicate that the pendulum is shifting to consumers of tomorrow having more power over their data.
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