Every modern-day marketer has to adhere to the constantly changing data privacy and ethics landscape. For global brands and global marketers, adherence to GDPR, CCPA along with other regional or local data regulations are critical to ensuring a safe and successful marketing approach.
With the evolution of martech and marketing coupled with the growth of online marketing channels, customers themselves have become more conscious about how brands use their personal information and even how brands should reach out to them.
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As customers become more spoilt for choice in a market where there are endless number of options, they won’t hesitate to stop interacting with a brand that doesn’t comply to their preferred privacy choices. In a market where customers want more authenticity and transparency, brands and marketing teams can use data privacy practices to actually drive better customer journeys that meet these needs.
A few practices that can help:
Being Creative with Data Privacy Norms
There are several factors that marketers today need to consider. From ensuring their subscribers are double opt-ins to evaluating whether their customers want certain kinds of promotional information or not, today’s marketing marketplace is rife with a set of rules that need constant attention and verification.
Many marketing teams may still have a lot of disjointed experiences in place as a result of having too many martech systems deployed and a poor centralized data integration process. However, this is where marketing leaders and marketing operations teams can come together to build out better customer experiences;
Marketers can use their websites to collect customer data but at the same time, place a creative popup or checkbox that allows them to ask customers certain specifics related to data privacy; like – would you be okay with us sending you promotional offers and content once in a way.
Marketers can also explore the option of making use of today’s demand for interactive conversations to nurture customers to subscribe or signup to their product or offering in a more creative manner that helps add value and boosts long-term retention.
The online marketing marketplace is set to become more crowded with the influx of newer online channels, this is where marketers will have to use more creativity and even data ethics to drive better customer value and more importantly, to differentiate themselves in the market.
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Being Aware of Basic Data Legalities
Navigating the data privacy landscape can be a little complex, however, as reiterated in the earlier part of this piece, data privacy is now the fundamental for a better marketing and customer experience. Brands can stand to lose customers and market share with poor data ethics and non-adherence to data privacy norms.
Over the years, marketing has evolved to an extent where it is now fundamentally impossible to think of marketing without martech. Marketers of yesteryear may not have needed as much of a technical capability to run end to end campaigns as those of today. Similarly, as data privacy and customer preferences start becoming the core around which brand need to center their future campaign initiatives, knowing what the dynamics of every legality based on your industry, region, product are extremely crucial to ensuring brand value and a safe market presence (that attracts minimal lawsuits in future!). Having constant legal guidance and a go-to legal team or legal professional who is always available to vet certain marketing practices or privacy practices is the need of the hour for brands to stay updated and meet local and regional regulations as well as changing customer preferences.
Adjusting Data Privacy Measures for every Marketing Channel
Marketers can collect customer information and data through a variety of online sources today. From their own owned events to even ‘’buying’’ attendee lists of other marketing events, from capturing social media interactions and follower data to cookies and other tactics used on their own websites.
For each of these channels, marketers have to ensure that the right data privacy and ethics are put in place that comply to customer and industry needs and don’t deter the customer experience.
For instance, collecting customer data from a third-party event can give marketers a ready list of prospects to run campaigns on, but they have to keep in mind that this subset did not technically ‘’allow’’ or permit the brand to send them marketing messages.
This is where seasoned marketing leaders have to act wisely to avoid negatively disrupting the brand image or experience by first finding a way to get their potential customers to ‘’agree’’ to future marketing messages, using of course a fair element of creativity and interactivity that makes them willingly want to hear from the brand again.
Get your Data Privacy Measures Right Through 2022!
Data privacy and data ethics will be the fundamental around which marketers can boost not just the customer experience but also overall customer loyalty and customer retention initiatives. As online channels become more crowded, marketers have the ability to use this to their advantage and create experiences where customers feel like their preferences are being met and heard.
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