The importance of data privacy in digital marketing

Data is of great value in today's digital marketing world. For this reason, as laws aimed at protecting data privacy increase, so does the need for companies to adapt the way they collect and treat such data. The rise of the Internet has facilitated interaction between brands and consumers, allowing businesses to reach their target audience in a matter of minutes and, as a result, grow. However, consumers are also more concerned about their privacy and the access that companies have to their personal information.

For all the above mentioned, it is essential that digital marketing and advertising companies comply with consumer data protection laws. When we talk about personal data or information, we refer to personal contact information such as name, address, phone number, email, identification such as identity number, date of birth, IP address, financial information such as credit card numbers, bank account numbers and usage details such as website tracking, cookies and previous visits.

Although the above data is fairly simplified, it will give you a clear idea of the types of data that companies are likely to be using in one way or another for marketing analysis.

Marketing and privacy: How to adapt to the new rules?

There are a number of ways that marketers or advertisers can adapt to these changes in privacy laws, but to make this happen you have to have a data-driven marketing strategy. According to Google the best approach is to collect data responsibly, be resourceful with how you reach your audience, and hire and train to maintain privacy. Here are our recommendations: 

1. Adopt a quality content approach: 

Until now, marketers have focused on aligning content with specific KPIs. However, it is important to shift to a quality approach to content, as it is essential. Instead of trying to impact a large number of demographic groups without segmenting, you need to have ads and media creative that meets the needs of larger, more defined groups.

2.  Increase the frequency of announcements and communications:

With the evolution of Digital Marketing and privacy, it is important to increase the frequency of ads and communication to achieve a more comprehensive approach. For example, instead of showing one ad multiple times, you may need to switch to multiple ads with different variations. You may also need to increase the number of times you connect with an audience to increase brand awareness.

3. Adopt integrated brand metrics:

It is important to adjust your brand's integrated metrics. This means monitoring campaign effectiveness on a macro level rather than a micro level. Instead of focusing on whether or not individual campaigns worked, you should constantly evaluate all aspects of your marketing, such as total ad spend, ROI and customer satisfaction.

4. Include transparency in your methodology:

It is extremely important to include transparency in your methodology for capturing personal data. Make sure your privacy policies and other guidelines are clearly accessible on your website and provide plenty of opportunities for users to opt in or opt out of specific actions.

5. Switch to closed offers: 

Instead of passively waiting for people to share generic data, provide something of value in return in a process known as "providing a sealed offer." Offer customers a survey asking for specific information and have them receive a coupon code for a discount on their next purchase in exchange for their time and honest answers. This offer provides choice when it comes to participating in marketing activities.

Is user privacy necessary?

User privacy is necessary due to new data regulations that limit the work of digital marketers. Previously, it was easy to track leads, but now these processes are conditioned by global privacy. It is essential to comply with cookie regulations to avoid serious legal consequences. Despite these restrictions, adaptability is desirable as data is necessary to convert leads, improve SEO strategy, optimize marketing campaigns, show ROI of marketing spend and know our target.

From another perspective, brands that incorporate user privacy into their marketing strategies increase the value of their business. Championing the protection of user data is the first step in gaining their trust and this in turn offers a number of benefits, such as supporting the company's code of ethics, transparency, gaining competitive advantage, enhancing brand value and innovation.

The future of Digital Marketing and privacy requires a balance between adapting to new laws and data collection practices, and maintaining key elements of human nature and how we consume.

Don't know how to work on your customer's data privacy and give them more confidence? At Click Digital Marketing we can help you, just contact us and we will be glad to help you.