New personal data protection rules are changing the relationship with customers

The implementation of GDPR regulations by government institutions, which are profoundly modifying the data collection ecosystem and phasing out third-party cookies, has raised certain concerns on the part of advertisers and digital marketing professionals, regarding their ability to target consumers.

Consumers are increasingly interested in how companies collect, use, and protect their personal information. Instead of perceiving these changes as a threat, marketers should take advantage of them and make protecting their customers’ personal data a way to create value and trust. This data that consumers have agreed to provide, will stimulate more engagement and buying.

A respectable digital world supported by government institutions

A digital world that values ​​consumer privacy implies that the strategies, technologies, tools, and solutions deployed by the company make it a point of honor to respect the confidentiality and security of data.

To respond to consumer concerns, more demanding legal regulations such as the General Data Protection Regulation, or CNIL, require more and more transparency regarding data collection and use. This protection approach is now fully globalized.

If data collection has long generated significant income, is inexpensive and never under censorship, legal changes take a long time. Only a third of customers think companies use data responsibly. In fact, consumers are more concerned than ever about how companies handle their data. However, some industries have always taken a data-driven, first-party approach when it comes to building relationships with their audiences. NGOs and associations have long used data collected directly from donors for their marketing materials. While privacy is new to some companies, it is not for everyone.

Thus, it will be necessary for companies to develop an approach focused on respect for privacy because the acquisition of new customers will be closely linked to the companies’ data processing practices.

How do you anticipate changes?

Some marketing trends encourage professionals to develop stronger and more transparent relationships with customers. Its strategy focus on data protection is set to become a competitive advantage in the coming years. The real question to ask is: How do we prepare for the imminent emergence of a world regulated by data protection?

While these developments pose a major challenge and complicate the way experts can target and reach audiences, it is necessary to rethink marketing strategies so that business growth does not come at the expense of consumer and consumer confidence.

Research has found that Gen Y and Z users will be willing to share more information to personalize their experience when doing so responsibly. In fact, 63% of consumers believe that personalizing online services is essential. In order to benefit from respectable growth, companies must now exploit first-party data, which is being aggressively re-evaluated. Effective use can multiply the additional revenue generated by one ad placement or one targeted action.

To go from a concept to a successful implementation, CRM experience with a scalable and convenient architecture is the most important step. These elements will allow marketers to devote more time to developing an outstanding customer experience.

CRM will collect, track and analyze data while providing customers with complete transparency and certainty that their information will be used to provide a more optimal user experience. All in full compliance with applicable legislation.

Personal data protection and performance: a tandem that works

It is entirely possible to combine data protection with performance in-house. Companies that value data privacy have seen a 270% ROI on their investment through their performance indicators.

If the process of collecting personal information by government institutions slows down, then the extraction of first-party data is the only way to ensure the continuity of the business strategy: this data, voluntarily transferred by consumers, will allow to be in the heart of the customer, to better understand his expectations, while establishing a relationship trust.

Change is not always obvious. For marketing teams that have relied for years on third-party data for their advertising strategies, it will take time to adjust to this “new normal” in privacy. However, this development should make it possible to win rather than lose customers’ trust: thanks to compliance and transparency, the company will be a leader in the marketing of tomorrow.

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