Remember searching for a pair of jeans? And 200 other jeans’ ads pop up on your feed out of nowhere? Yes, that’s how marketing works these days. By selling your search history or following you everywhere. What about privacy?
Data is the “goldmine” of digital marketing. This data can help advertisers and marketers develop strategies and targeted ads. But are the consumers onboard with this? The increasing dependency on the internet and technology has also made our privacy vulnerable.
People are very concerned about the usage of their information online. They constantly worry about exploiting their privacy by the companies who have access to their data. With the news about third-party cookies going obsolete soon, users have breathed a huge sigh of relief. This is a massive step towards data and privacy protection.
The digital advertising and marketing sector needs to keep upgrading itself. It is necessary to analyze consumer behavior and the pace at which it changes. Looking at the metrics and analyzing the data collected is essential. But more importantly, the brands need to resonate with their audience.
Create a relatability factor through which you can promote yourself. Make them realize that they need you by hitting a “homely” run. Businesses need to shift their focus on data transparency and away from data collection. They need to give their customers a peek behind the curtain. Tell them how you run the show.
They need to eliminate the complicated and unnecessary jargon. Come clean about how they are going to use a customer’s data. This would help the people understand whether to give that information and the follow-up consequences if they agreed to do so.
With increased transparency and the elimination of third-party data, the scope for information trading will shrink. The data will be limited to the companies with which the users agreed to share their information. This will make them responsible for the protection of their customers’ data.
Personalization:
Personalization is one such anchor to which the advertisers and marketers hold on tight. People are entirely on board with sharing data one-on-one. This helps them avoid being bombarded by irrelevant offers and advertisements.
Targeting the users with ads and offers of their choices is the best strategy. It is far more efficient and cost-effective than the mayhem that happens today.
Now the businesses are aligning their marketing techniques towards privacy protection and personalized strategies. They can start creating better and meaningful content. They’ll focus on connecting with their audience and being accessible to address their customers’ queries and grievances.
This will provide the users with plenty of opportunities to opt-in and out of subscriptions, memberships, campaigns, etc. They’ll not be tangled in the annoying and complicated web of procedures if they decide to withdraw.
Giving the customers an option not to share any information gives them the ability/freedom to choose. This gives them back the control of what data they want or does not want to go out.
Providing them with authority to manage their participation while engaging with a brand is a massive step towards a “privacy-first” experience.
You deserve your privacy. It’s about time that you take charge of your data.