three methods entrepreneurs can construct belief with knowledge ethics
Data protection is arguably the most relevant topic in the minds of marketers these days. Whether it’s GDPR, CCPA, or upcoming U.S. federal data protection laws, brands know that if either of these elements is out of place, they can face legal threats. But it’s more than that – consumers demand privacy.
“As consumers demand greater transparency and new laws and regulations come into effect, brands need to rethink their data practices and move beyond regulatory compliance to stay in the game,” said Priscilla Debar, Associate General Counsel of Acoustic, at our MarTech Conference.
Complying with data ethics laws puts marketers on the right side in litigation and improves customer satisfaction by giving them what they want. But the trust it builds with customers can be even more powerful.
“It’s about building a trusting relationship between your brand and your customers,” she said. “Working with lawyers to take an ethical approach to your data collection and messaging does this.”
Here are three tactics Debar marketers recommend to help build customer trust through proper data ethics.
Stick to data ethics in our data protection landscape
“Virtually all aspects of our lives are about data,” said Debar. “Think online social media shopping, content, streaming, banking, or even healthcare. All of these daily activities include sharing our personal data with companies. As more data is collected and more organizations access it, it becomes important to have solid data protection laws in place to ensure that consumers are not only aware and consent to disclosure of personal information, but that it is done with the appropriate degree Data protection is treated with care and responsibility. “
These privacy laws aren’t the only things driving change in the marketing landscape. The tech giants’ accusation of better regulatory practices paves the way for further adoption.
“Some of the biggest players in the digital space are ahead of customer expectations and have regulated themselves by adopting rules that go beyond what is required by law,” said Debar. “Apple has restricted third-party tracking cookies and Google will do the same by 2023.”
She added, “These steps set the tone for what will be the market standard and force market professionals to adapt and rethink the way they work.”
The brands that best understand the new privacy landscape are best equipped to engage with customers.
Working with legal teams
“While navigating the landscape can be complex, privacy is the cornerstone on which the assets of any business operating in the digital space are built,” said Debar. “Failure to comply with data protection regulations can harm brands as it can lead to regulatory enforcement that can open up major disputes, damage your company’s reputation, and lose customer trust.”
To avoid these potential lawsuits and trust issues, brands should give priority to working with legal teams before engaging in any form of data collection in their campaigns. This will help them better prepare for potential privacy issues.
“Rather than reacting with hindsight and reaching out to the legal department, contact the lawyers on your team early on,” she said. “Develop strategies to not only lawfully conduct these routine activities, but also ensure that the planned use of the data makes sense for the type of relationship you want to build and maintain with your audience. . “
She added, “It’s important not to be frustrated with the restrictions that might be placed on marketers.”
Use data ethics as a competitive advantage
“Data ethics is a fairly new concept that companies don’t fully understand or have resources invested in, but it’s something that consumers want,” said Debar. “Companies that take an ethical approach, focus on being fair, being good, and creating a positive customer experience will be rewarded.”
Customers remember brands that treat them well; Data collection practices are no exception. Companies can differentiate themselves from their competition by putting data ethics at the forefront of their marketing strategies.
“Data ethics can give you a competitive advantage for your customers by giving them more than the competition in terms of understanding their needs and respecting their boundaries. That way you can keep your customers and maintain the trust they’ve placed in you from the start. “
She added, “The better people are treated, the more motivated they are to share information with you.”
Watch the full video presentation of our MarTech conference here (free registration required).
Identity Resolution Platforms: A Snapshot
What is it. Identity resolution is the science of connecting the growing amount of consumer identifiers to a person as they interact across channels and devices.
What the tools can do. Identity resolution technology associates these identifiers with a person. It pulls this valuable data from the various channels and devices that customers interact with, such as networked speakers, home management solutions, smart TVs and portable devices. It’s an important tool as the number of devices connected to IP networks is set to more than triple the world’s population by 2023, according to the Cisco Annual Internet Report.
Why is it hot now? More people expect relevant brand experiences at every stage of their buying journey. One-size-fits-all marketing doesn’t work; Buyers know what information sellers should have and how to use it. Also, inaccurate alignment wastes campaign spend and produces no results.
Because of this, brand marketers are increasingly investing in identity resolution programs. These technologies also ensure that their activities comply with data protection regulations.
Why we care. The most successful digital marketing strategies are based on knowing your prospect. It’s important to know what they’re interested in, what they’ve already bought – even what demographic they belong to.
Read on: What is identity resolution and how do platforms adapt to data protection changes?
About the author
Corey Patterson is an editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.