In a survey looking to determine what factors influenced consumers’ trust in a company, Razorfish found that two-thirds of US consumers said transparency around the use of personal data was the biggest factor in gaining their trust. In the survey, only just under half of respondents (49.1%) said that satisfaction with the company’s product or service was the biggest trust factor. 
In addition to consumers’ concerns over personal data use, marketers must also keep in mind the existing and potential privacy laws of various states and countries.