Can you personalise, marketing and privacy? Of course I can. But it will take some work.
Online privacy is a growing concern as the Internet becomes more intertwined with everyday life. The increased focus on Internet security has led to a growing number of privacy initiatives. This includes improved cyber security, phasing out third-party cookies and better digital hygiene.
These are all great developments for the modern consumer. But they also create new obstacles for business — and the marketing industry in particular. Marketers must be ready to adopt innovative new ways to succeed in an online world where privacy is increasingly at the forefront.
Here are some examples of creative ways digital marketers can reach their target audience while maintaining new levels of privacy.
1. Understand the difference between first-party and third-party data
The world is gradually phasing out the use of third-party cookies and other data. This limits many established marketing activities. But that doesn’t mean businesses aren’t allowed to collect data altogether.
On the contrary, as third-party data disappears, it is critical that business leaders and marketers understand the new meaning of first-party data. In terms of actual content, third-party and first-party data are the same. However, how businesses collect this content is the defining difference.
First-party data is provided with the express permission of its owner. In other words, it is created when companies request information, such as name, email address, or personal preferences, directly from a customer. In this case, the company may continue to use this information to inform its future marketing efforts.
HubSpot notes that many industries, such as nonprofits and human rights organizations, have always relied on first-party data for their marketing. Sourcing business insights directly from customers who choose this experience is an approach today’s marketers must embrace if they want to succeed in a privacy-first world.
Related article: The future of personalization and third-party data
2. Emphasize opt-out revenue
The safest way to interact with a customer without violating their privacy is to take advantage of opportunities when they are willing to communicate with you. In the case of e-commerce, this basically happens when the customer is on your website.
When a consumer visits your website, they can browse information, view products and services, and even add them to their online shopping cart. And yet, if they leave your website without making a purchase or other conversion-based decision, it can result in lost revenue.
Companies can use relevant data to effectively track browsing, product and cart abandonment situations. This optimizes a potential revenue stream that many businesses ignore by introducing a sense of personalization within customer privacy.
Related article: 6 ways marketers need to balance privacy and personalization
3. Improving interaction with e-mail
Email is as old as the Internet itself. Yet e-mail remains firmly rooted in the behavior of today’s online users. Billions of emails are sent every day.
Email is also a major form of digital marketing. This will be more relevant than ever in a world where privacy comes first. As third-party cookies disappear, opt-in email will become a critical marketing lifeline. Businesses can use their mailing lists for ongoing marketing to both loyal and potential customers.
Marketers need to take email marketing seriously as it becomes important again. Instead of sending uninspired updates or blatant sales pitches, marketers should try to find new, creative ways to get the most out of email marketing.
From taking a test to booking a hotel room, interactive emails shorten several steps in the marketing process. This shortens the sales cycle, driving better engagement and higher conversation rates—all while respecting the customer’s digital privacy.
Conclusion: creative, respectful marketing
Privacy is primarily a challenge for digital marketers. But none of them should be deal breakers. Rather, as is always the case with business disruption, the new challenge often creates new, innovative ways to succeed.
Digital marketers willing to operate within the privacy framework can still find creative ways to succeed while respecting their customers’ growing privacy rights.