It allows marketers to personalize campaigns and communications to the individual customer. Benefits also include accurate attribution of marketing expenditure to outcomes. This is termed data-driven marketing, and it won’t be possible without a wealth of data.
Tackling The Issues of Data Privacy in The Marketing Landscape
Marketers are obsessed with statistics. Over the last decade, customer data collection, usage, and regulation have evolved dramatically. Customer data appears to be a complete solution at first glance.
It allows marketers to personalize campaigns and communications to the individual customer. Benefits also include accurate attribution of marketing expenditure to outcomes. This is termed data-driven marketing, and it won’t be possible without a wealth of data.
However, there is a negative side to data availability that marketers are increasingly being forced to confront: data privacy. Companies are changing how they gather and manage customer data as a result of new laws, regulations, and efforts designed to protect user data and adhere to local data laws.
Digital platforms including websites and even performance popular apps understand that consumer opinion is responsible for the heightened focus on data privacy and security. Consumers have become increasingly interested in how their personal information is used and how much of it they are willing to divulge.
As consumers become more aware of data collection methods, their concerns are becoming more pronounced. Anyone who surfs the digital space feels some level of anxiety about access to their personal information.
