Consumers are growing more aware — and increasingly uneasy – about data collecting in their daily lives. You're probably one of those consumers on your day off; according to a survey, 97 percent of consumers are concerned about securing their data. This general apprehension about collecting and using consumer data disrupts the marketing world as we know it. 

With regulatory initiatives like GDPR, Apple's privacy reforms, and services such as Firefox giving greater data privacy for consumers, it's apparent that the era of unlimited granular consumer data is coming to an end. Even though practically every consumer wants more privacy, 63 percent feel personalization should be normal when they're given or emailed promotional offers. Marketers are left wondering how to match consumer wants without much consumer data.

What Is Data Privacy in the World of Digital Marketing?

As explained, data privacy is the right of customers to control how third-party firms and organizations utilize their personal information. Personal, demographic, and financial information are just some of the details that may be revealed. While these insights assist marketers in creating more tailored experiences, many consumers are increasingly concerned that their privacy is being compromised.

There are options available for data-driven marketers who want to preserve data privacy while targeting their consumers at a hyper-segmented level.

Why is data privacy critical for marketers today?

The recent data protection changes have been especially difficult for marketing teams. According to current Gartner data, nearly one-fifth of marketers regard privacy compliance as their primary issue across all marketing channels. It's easy to see why: a marketer's capacity to collect and generate insights rapidly is negatively impacted, and some of their past marketing technology investments are rendered useless. 73% of marketers are concerned that privacy concerns may undermine their analytics efforts.

Here are three approaches to dealing with the new limits of digital marketing and data privacy:

1. Make Your Website Transparent Include easily accessible privacy laws, cookies, and terms and conditions pop-ups on your site. Customers can quickly opt out of sharing data and feel more secure while using your site.

2. Target Macro-Level Consumers

Optimizing your creative strategy is another way to mitigate new data privacy challenges. Instead of merely providing personalized ad experiences, examine your stats globally, allowing you to target many consumers without requiring their personal information.

3. Provide Something in Return to Your Customers

Customer satisfaction analytics is an excellent approach to communicating with customers. In exchange for their unique ideas and information, provide a discount code. This method clearly states that data exchange is optional for clients who wish to opt-out.

Conclusion

At Marketing Evolution, we've been working to develop a data-driven solution that can strike a balance between data access and privacy management. We recognize that consumer and marketer uncertainty is at an all-time high, so we're offering marketing teams a free demo of our cutting-edge, adaptable marketing analytics platform today.