We all know that 2020 has brought an onslaught of shifts that we now have to navigate in both our personal and professional aims. Data Privacy isn't a new conversation but is one that Covid-19 has most definitely affected.
Safety and health concerns surrounding the pandemic pushed consumers and businesses alike to rely heavily upon online systems. This includes everything from online shopping to video conferencing, project management, the increase in remote workers, and even brick and motor businesses adapting to digital-only modes of transactions.
Data Breaches Aren't What Anyone Needs in 2020
The pressure for businesses to be able to keep their customers', their employees', and even their company’s data secure is mounting. And the pressure is coming from all sides. We already know that 84% of customers will abandon a purchase online if the website isn’t secure.
And in light of the scramble businesses have faced over the last few months to transition online, governing bodies aren’t being lenient in enforcing data privacy laws. Which, as difficult as it can be when you don’t have a framework to work with, is rightly so.
What this means for marketers who rely heavily on data collections, analysis, and automation, is a necessity to keep up with any changes and to respond to them creatively.
Where Data Privacy Effects Digital Marketing Practices
Our marketing is, first and foremost, our communication with our customers. It's where relationships are built and nurtured. And as such, not only do you've to ensure consumer’s personal information, you've to make consumers feel that their information is secure.
A simple example of this is with email collection. Your customer should have a clear view of what they're opting into, any and all information you're collecting with their agreement to receive emails, and how to opt-out.
Keeping in accordance with data privacy laws also includes providing easy and obvious access to privacy statements and disclosures as well as dedicated web pages where users can request access to, modify and delete their personal information.
Stay in Compliance with Data Privacy Laws
While it may be overwhelming if your business is playing catch-up, the good news about everyone jumping online for everything is the programs we're using for marketing automation, video conferencing, projects management, data analysis, etc. are all stepping up its game.
This is going to include automation to track information. This will help you stay in compliance with data security laws as you're better able to track the information you're collecting and ensure that requests for changes or deletions are upheld.
Comply with Customer Security Needs Too
As much as you need to stay in compliance with the letter of data privacy laws, you also need to stay in compliance with the security and trust your customers need from you. You do this by being transparent and authentic. That's what a good marketer aims for any day, but in the year 2020 has brought, those two things are gold.
If you need some guidance on running your digital marketing, StellaPop is here to help. Contact us today to get started down the path of successful (and data compliant) marketing.