Digital Marketing and Privacy: How to Generate Business Opportunities Without Losing Transparency

Data is gold in the world of Digital Marketing, so as privacy laws increase, the need to adapt to new ways of collecting and processing data becomes more important.

Valentina Giraldo

Aug 23, 21 | 12 min read
Strategies for managing digital marketing and data privacy
Reading time: 9 minutes
We can all agree that the rise of the Internet has made it easier for brands and consumers to interact, and what used to require a huge effort to impact a target market can now be done in minutes or even seconds, allowing businesses to grow and reach new heights faster than ever before.

However, along with immediate access to information also comes a growing dependence on technology.

This is why people are concerned about their personal

privacy and the general access that companies have to their information.

So how do companies that rely on digital marketing , online advertising and campaign monitoring data fit into general consumer data protection laws?

In this post we will give you important tips so that your company can find a way to balance these factors efficiently and effectively.

We will now address the following topics:

What is privacy in the digital world?
Awareness of the importance of data privacy laws
Can Digital Marketing and Data Privacy Coexist?
The limits of digital marketing
Digital Marketing and Privacy: How Can Marketers Adapt?
The future of digital marketing and privacy
Conclusion: everything changes swaziland email list 150000 contact leads at the same time it remains the same
Keep reading! After assimilating the information we have provided, you will have a more elaborate vision of that subtle balance between Digital Marketing and privacy. Let’s get started!

What is privacy in the digital world?
Before we can discuss how companies should protect consumer privacy , we first need to talk about what that means in terms of information.

And, at a basic level, privacy is the right of consumers to determine how third-party organizations use their personal information .

When we say personal information we are talking about something very vast and diverse, but basically we are referring to:

Personal contact information : Name, address, phone number, email.
Identifications : Identity or social security number, date of birth, driver’s license number, IP address.
Financial information : Credit card numbers, bank account numbers.
Usage details : Tracking across websites, cookies , previous visits.
And while this is a simplified list of the different elements included in digital privacy, it gives a pretty good idea of ​​the types of data your company is probably already using in one way or another to perform marketing analysis .

This brings us to another question: how does your brand ensure digital privacy for customers, leads and website visitors?

Awareness of the importance of data privacy laws

As more people become concerned about digital marketers using personal information inappropriately, laws and regulations regarding the use of this type of consumer data are becoming more common.

This means that more online advertisers need to be aware of what they can and cannot do in terms of personal privacy.

More specifically, there are two important laws you need to consider:

The EU General Data Protection Regulation (GDPR).
And the California Consumer Privacy Act (CCPA).
Both guidelines regulate how entities collect information and give individuals the right to opt out at any time during their browsing.

They were also the first to regulate how website owners should manage visitors based on their specific locations, both across the European Union and in the state of California.

As you can imagine, you never know when 15 personal and social skills you must have as a good leader someone from one of these areas is going to visit your website, which is why these laws made it important for everyone across the board to comply with them in some way, which was a huge game changer .

But these are not the only two laws out there. As more consumers become concerned about how their information is used, local and international laws are beginning to appear.

That’s why it’s always important to understand the latest developments in data privacy . And to do this, it’s key to monitor industry signals, as you’ll be able to adapt your company’s methodologies accordingly.

Can Digital Marketing and Data Privacy Coexist?
Of course, all of these new regulations limit the way digital marketers can use data to create a personalized experience for buyers and customers.

It’s no wonder Gartner predicts that by 2025, 80% of marketers will have abandoned personalization efforts.

Where it was once common to track leads throughout an entire buying journey , today certain elements of that process are beginning to evolve to stay in line with global privacy restrictions.

Let’s look at Apple as an example, starting by lists with iOS 14.5, users must opt ​​in to sharing their unique identifier for advertisers (IDFA) with apps.