Data privacy & marketing: How to balance both for maximum effectiveness

Data privacy is a hot topic. Companies are increasingly aware of the risks associated with collecting and storing customer data.

84% of customers will actively abandon an online purchase if their data is sent over an insecure connection.

At the same time, customers don’t want to give their data to companies that won't provide a personalized experience tailored to their needs.

So marketers must find new, more efficient ways to engage with them and engender

Data privacy challenges for marketers

With data privacy concerns increasingly taking center stage, there's no room for error around obligations to protect personal data.

This has understandably left many marketers worried about their data privacy obligations and how this will affect their promotional activities.

Comprehensive regional and international data privacy regulations

Data privacy laws such as the European Union's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have imposed strict data collection rules. Consumers no longer want to risk businesses using their data in ways they're unhappy with. They want total control over their data and full transparency on how it might be used.

Apple Mail Privacy Protection (MPP)

The Apple Mail Privacy Protection launched in September 2021 for iOS 15 and macOS 12 Monterey devices. The purpose of MPP is to stop senders from using pixels to collect a user’s data. It also masks a recipient’s IP address, making it impossible to determine their location or track other online activity. It changes how marketers look at email engagement and nullifies tracking the effectiveness of specific messages.

Google ending third-party cookies

Google has committed to ending all third-party access from its Chrome browser by 2024. About 80% of marketers still rely on third-party cookies to reach prospects and customers online. With the death of third-party cookies, behavioral data will become limited, with performance measurement becoming less effective.

Data privacy opportunities for marketers

With data privacy here to stay, marketers must evolve to find other avenues to target prospective customers. The days of personal data abundance are over.

However, data privacy can open up many new marketing opportunities, letting you focus on creating personalized, high-quality content to engage your target audiences.

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