Communications in the Era of Big Data

In this digital era, a single click of the mouse on the “Agree” button can provide enterprises complete access to almost all your information. For many business organizations, collecting user information is vital to be able to send the most personalized messages to its customers. 

Today, big data has become a fundamental part of communication and marketing efforts to augment value for businesses – as shown by Netflix and Spotify, which have utilized their huge user data to create engaging messages for their targeted audience.  However, this has caused fury amongst those who think that if you are using personal data without adding any value, it’s annoying, not amusing.

Owing to the frequent misuse of information and data leakage, there is a growing fear for privacy and security of the data. The advancements in technology are bringing myriad opportunities and possibilities for businesses, but how well are they prepared for the potential risks associated with data use? 

Smart Personal Assistant Devices Hear Everything You Say

With the rise of voice search in the past few years - boosted by smart home speakers and intelligent personal voice assistant devices, such as Apple’s Siri, Amazon Alexa, and Google Assistant - daily habits and queries are now being monitored by business enterprises to serve up even more targeted ads for their audience.

These intelligent personal voice assistant devices are in ‘always remain active’ mode, standing by for user queries through natural language processing, and serving up online shopping, entertainment options, and even controlling your home. This enables marketers to sell directly to potential users through a command, bypassing conventional online shopping platforms or mobile apps. 

Everything is Tailor Made

It’s not just personal voice assistant devices that are monitoring your movement, there are a host of IoT devices, such as the fitbit band, sensoria fitness t-shirt, netatmo presence camera and more, that are tracking your every movement as you sleep, eat, walk, and run.

Despite having the potential to delete the history, consumers are still worried about how data is being used, and where it is stored and kept.

Building Trust

With the huge amount of information at your disposal, the way you use data can make or break the reputation of your brand. The trust between a brand and a consumer can be destroyed in a few seconds. However, the time it takes to build it can be years. So, a strategic communication plan that exploits word-of-mouth, social media, media, and reviews can help businesses to build trust.

Be Prepared

Undoubtedly, business enterprises are using the collected data to create products and services that are more tailored for their consumers, but handling a voluminous amount of data requires care that goes beyond an infrastructure that’s secure. The principle is that “anything that can go wrong will go wrong.”  In the last few years, we have seen many businesses face backlash from consumers due to privacy settings and misuse of data.  

In today’s fast-paced environment, the response time matters a lot. Good and effective communication should start before an incident occurs. Not only should businesses train their workforce in anticipation of these crises, but they should also have strategic plans and result-oriented processes in place that can be executed in a timely manner when required.  To know more about communications in the era of big data, enroll for a big data training program from any good institute in India.