The more you know about it; the better you will be able to protect yourself or your business. We are talking about data privacy. Rules and regulations around data are there to protect individuals. Yet, at the same time, they set clear examples of what a business can and can’t do. This makes it easier for businesses to create regulations that are designed to protect all. What should a company be aware of, what are the current policies, and what are the challenges and opportunities for data privacy in 2023? Learn more about the critical world of data privacy in this article.
What is data privacy and why is it so important?
Data privacy is the right of citizens over their data that is collected online. There are all sorts of rules and regulations around data collection, storage, and utilization. One of the most important reasons for data privacy laws is to give people the power to control their data that they share. It is also important because otherwise online crime, identity theft, hacking, and other online dangers are not regulated and controlled, even though they are crimes. In the last few years, as technology continues to expand, there’s been more emphasis on this topic, and the regulations are expected to keep on being fine-tuned in the near future.
Responsible marketing will create trust
What can you do as an organization? As well as keeping up to date and following your market’s data regulations, you can also deploy responsible marketing. As a brand, you can brainstorm together with your marketing team about responsible marketing and what this means to you. Responsible marketing is the commitment your organization takes to create a safe online environment for your employees, users, buyers, investors, stakeholders, and everyone else involved in your business. You can hire a marketing agency to update you about all the latest regulations; an agency can also implement this into your systems.
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Make sure that your team is aware of these changes and create a guide on what responsible marketing means to you. This way, you can create clear expectations amongst people using your online platforms/services. Creating clear expectations and rules around data privacy will create trust amongst your target audience. Transparency around this topic will create an understanding of the responsibility your business takes and users will feel more inclined to use your services since they understand that you’ve taken the right precautions to keep their data safe. Let’s look at how you can make your users feel that their personal data is secure.
Let users feel that their personal data is secure
There are many different rules and regulations around data privacy. Start by focusing on three actions you can take today to create more control and a feeling of security amongst your users. Read on to learn how to create safe payment options, protection against external threats, and knowing your partners.
1. Secure payment systems
One of the most important pieces of information to safeguard is financial data such as credit card details or business details. For a customer or other business to feel safe when purchasing something from your website or app, you have to give them options for safe payments. There are many safe and certified payment options, varying from Google Pay, Visa, PayPal, and others. When people see that they can pay via these trusted platforms, they will understand that their data, and especially their sensitive and personal financial data, is safe.
2. External threat protection
As an online business, you are at risk of external parties, groups, or individuals hacking your system. This means that your users are at risk as well, and you would like to protect both them and your business from this. Users will feel more at ease and trust if you communicate the precautions you take against these threats, especially if you have their data or other sensitive information in your systems. A marketing agency with data expertise can help you identify potential threats and create systems that will protect you from them.
3. Know your partner’s practices and values
Transparency is key; especially if you are handling data. Most businesses don’t operate alone. Often businesses use other platforms to have their services run smoothly. This means that every third-party business that you work with, influences whether you can offer great data protection or not. How do you know your partner’s code of conduct? Get in contact with them, have a list of topics you find important (discussed in meetings around data privacy and responsible marketing, or bring the insights you’ve got through research conducted by an agency), and see if you have the same values as the business you work with.
The moment they are not clear about their regulations, if you have the feeling they are withholding information, or if you have a general understanding that things are not ‘completely right’, then consider working together with another business. When all parties you work with are approved, you can now communicate this to your audience. They will be reassured and it will create more trust since they know you have taken the responsibility to only work with partners that you’ve researched, checked, and trust yourself.
Customer privacy and responsible marketing for better experiences
After brainstorming and implementing the necessary changes that will help create more data protection, security, and privacy your customers will have better experiences when interacting with your brand. Let’s talk about customer consent and cookies; two important factors that create more data privacy for your users.
Customer consent; what to keep in mind?
Customer consent is all about them giving your company consent to gather pieces of data on their actions on your website. Companies have to be transparent about how they’ve acquired data and how they will use this information. It is very important to always ask for this consent. When it comes to email marketing, the General Data Protection Regulation law (GDPR), outlines that you can only send people marketing materials through email if they’ve opted-in to receive these materials. There should always be an option to easily opt-out of such lists by being able to unsubscribe. This is a legal requirement that must be followed and it is not optional.
What to know about cookies?
When it comes to cookies, you have to state in your privacy statement what type of cookies you are collecting and for what reason. The moment someone navigates through your website, it has to be easy and intuitive for clients to decide what type of information they would like to share with you. There is a difference between essential cookies and marketing cookies, which are non-essential. When navigating your website they have to be able to opt-out of all non-essential cookies. On top of that, you have to create a cookie banner in which you are transparent about the data you’re tracking and in which you make it easy to understand what they’re saying yes and no to.
Note: Back in the day, authorities were not as diligent in checking this as they are now, especially if you’ve got a big company. Read more about using Cookies on WordPress websites here.
Challenges and opportunities in the world of data privacy
One of the biggest challenges marketers are facing is that customers now have the ability to not provide your company with certain data if they opt-out. This means that you will end up with less data and contact methods. You can combat this by writing a transparent statement in your cookie banners and see where you can stimulate people into sharing their information whilst still keeping it within the boundaries of the law.
On the other side of the coin, the challenge of getting less data from your customers by offering them the option to choose what information they are sharing with you, is simultaneously an opportunity. Why? You know that everyone who opts-in is interested. Your information will be well-received and won’t feel like spam, because your customer has already approved for you to gather information on them. This way you build a much more engaged customer base.
Do you want to get more information on data privacy?
There’s a lot to think about when it comes to responsible marketing and data privacy. This might become overwhelming at times; that’s where we come into play. We would love to help you get further insights into your data privacy needs and help implement necessary changes. Get in contact with us today, we’re happy to help.