6 Tactics to Balance Data-Driven Marketing and User Privacy


data driven marketing and user privacy

October 29, 2019

 
The General Data Protection Regulation (GDPR) in Europe has raised concerns all over the globe about the changes happening in digital marketing and pay-per-click (PPC) advertising. While businesses understand the importance of obtaining consent before collecting and using people's data, they also worry about navigating new and evolving regulations since one misstep can hurt their business. All is not doom and gloom, however, there are ways businesses can balance data-driven marketing and user privacy so everyone benefits.

1. Collect data responsibly.

Ask for consent directly from your users to collect and use their data. Also, avoid any practices that clash with users’ expectations for privacy.

2. Hire and train for privacy.

Build a team or hire agencies that understand privacy requirements and use responsible marketing practice. Furthermore, train your sales team on new sales techniques like social media networking and content sharing rather than just relying on email to reach new prospects.

3. Review the way you’re collecting personal data.

Stop buying mailing lists, remove subscribers that don’t have an opt-in record, and send potential new subscribers an automated email to confirm the subscription. Also, make sure you’re only collecting the data you really need. For example, it’s usually more than enough for B2B marketers to collect the user’s full name, email address, and company name.

4. Invest in a content marketing strategy.

Content such as case studies, white papers, guides, webinars, and ebooks is an effective way to collect users’ data by offering the option to download the content in exchange for their contact information.

5. Invite users to subscribe with a pop-up.

A website pop-up allows you to build your mailing list and segment your audience by creating specific pop-ups for new products, blog posts, and company announcements. However, make sure there’s a link to your privacy policy to ensure GDPR compliance.

6. Update your privacy policy.

Review and update your current privacy policy and make it easy to read. If you don’t have one, there are many templates available online that you can use to get started.

The Future of Digital Marketing

GDPR and similar legislation aren’t meant to prevent businesses from communicating with their customers. Instead, the rise of user privacy should be viewed as improving data quality, allowing businesses to probe deeper into the needs of their audience and ditch the ineffective “one-size-fits-all” approach.
 
Sales & Marketing Technologies would be happy to help you create a data-driven marketing strategy that won’t compromise user privacy. Call our office at 407-682-2222 or fill out the contact form to learn more about our digital marketing services.

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