Acquia’s Customer Experience Trends report found that 39% of UK consumers do not trust marketers to safeguard their data. Data privacy is a rising concern among consumers. From the Facebook-Cambridge Analytica scandal to the LinkedIn data breach of earlier this year, breaches in data security are becoming more common.
There is also rapid change in regulations and how we can collect data. Just earlier this year, the third-party cookie ban was implemented which dramatically affected how advertisers could track data on their customers.
With data privacy being such a hot topic for 2022 and so much changing in that space, we have put together a survival guide that will help you navigate consumer data privacy over the coming year.
The first and possibly most important part of navigating consumer data privacy as a marketer is staying on top of changing privacy laws and understanding how they impact your marketing.
Big changes often make the news (such as GDPR) and you will easily be able to keep on top of them. Smaller changes to privacy laws might not hit the headlines so following marketing publications and influencers on Twitter can be a great way to keep in the know about data privacy laws that impact marketing.
You will want to pay attention to not only laws and legislation but also to the data policies of any organisations, that if changed would impact your marketing. For example, if you advertise on Facebook or Google, setting up an alert for any news articles that break about changes in these organisations policies will help you not be taken by surprise when changes come into effect.
You may have found yourself asking this question. Regulations can put limits on what marketers can do. The data you collect and how you use it will change as data privacy changes and this impacts the personalisation that you can deliver in your campaigns.
If we look at the Apple iOS 14.5 update, iPhone users now have to opt in to share their unique Identifier for Advertisers (IDFA) with apps.
If a user does not opt-in, their IDFA is not shared with advertisers and this limits the level of personalisation they receive in their ads. In turn, this means for you, that your ads might not be served to a highly relevant customer.
This also means for smaller brands running smaller campaigns, you may not see a clear picture of how your campaigns are performing.
But does this mean that marketing can’t function with increased data privacy? Short answer: No. Marketers simply need to adapt.
Data-driven marketing has taken a large focus on matching content to specific metrics. For example, creating a specific piece of content with one goal in mind that is aimed at a small segment of your audience.
Creating content that serves more than one purpose will be of paramount importance as you find it harder to target a more specific audience. Having content that serves a message for many will ensure that your campaigns deliver higher returns than highly specific messaging when you don't have the data to make that segment large enough.
Connecting with customers in a cookieless world will mean that you need to rethink your data collection and start building your own first-party database.
Start capturing more first-party data to supplement the third party data that you may lose as data privacy regulations change.
A good place to start is by optimising your emails. Typically emails are fueled by first-party data and this makes them the logical starting point. From there you can branch into other areas and collect more data from your audiences (with consent) by providing them value. For example, start putting content behind gateways.
Data privacy is constantly changing and these changes often impact how marketers run their campaigns. While data privacy regulation changes typically mean more restrictions on data, this does not mean that marketers have to worry. The key to managing data privacy changes
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