The Future of Privacy in Marketing
Over the last few months, a lot of places throughout the world have had their privacy laws shaken up. With GDPR in Europe, along with data breaches from companies like Facebook, everyone is more on edge than ever when it comes to their personal information. In marketing, this can present some issues. To help you out with this, this post will be exploring some of the changes you can expect to see within the next few years of your business’s life.
Regular Audits
Ensuring that websites and other online services are keeping up to code, governments are due to start performing much more regular privacy audits. For a company involved with marketing, this means having to be completely transparent about the data you collect and have stored, along with reporting any breaches which occur to ensure that you don’t get caught out. This sort of effort is hoped to go far when it comes to making sure that all businesses follow the same rules.
Further Unification
At the moment, a lot of websites are using their own private systems to collect marketing data about surrounding privacy. A user’s preferences have to be added time and time again, often using the same UI to do it. Like most online systems, this is slowly becoming more and more unified, with certain plugins for frameworks like WordPress enabling users to save data for loads of sites. Marketers have to consider this as it could make some customers impossible to reach through traditional means.
Tighter Security
With modern devices holding more of your sensitive data than ever before, it makes sense to keep things secure. This has to be achieved on more levels than just your device, though, with options like advertising preferences having to be secured with real-world identity verification. In the far future, as adverts take over more and more, this sort of technology could become a very large part of marketing, with the potential for profiles to be as important as things like passports.
Greater Public Knowledge
No one likes the idea of being watched. Adverts which use cookies, tracking user browsing habits, often scare people out of using the web. With greater public knowledge like this, those involved with marketing have to look to different approaches. A great example of this sort of option is influencer marketing. Using social media users to reach the right demographics, this is a discreet way to get a brand out without making people feel like their privacy has been breached.
Hopefully, this post will give you everything you need to know to plan the future of your marketing. As time goes on, companies all over the world are going to have to take privacy more and more seriously. Customers are getting wiser, and laws will become stricter, making it hard field to navigate if you don’t have the right resources. To help you further, there are loads of blogs across the web which can provide invaluable support when you’re trying to improve this aspect of a business.