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3 ways marketers can build trust with data ethics

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3 ways marketers can build trust with data ethics


Data privacy is arguably the most pertinent topic in marketers’ minds these days. Whether it’s GDPR, CCPA, or upcoming U.S. federal privacy laws, brands know they may face legal jeopardy if any of these pieces are out of place. Yet it’s more than that — consumers are demanding privacy.

“As consumers demand more transparency and new laws and regulations come into effect, brands must reconsider their data practices and think beyond legal compliance to stay in the game,” said Priscilla Debar, Acoustic’s Associate General Counsel, at our MarTech conference.

Adhering to data ethics laws puts marketers on the right side of the legal battle and improves customer satisfaction levels by giving them what they want. But the trust that it builds among customers can be even more impactful.

“It’s about fostering a relationship between your brand and your customers that is built on trust,” she said. “Partnering with legal to embrace an ethical approach to your data collection and news does that.”

Here are three tactics Debar recommends marketers use to build customer trust through proper data ethics.

Adhere to data ethics within our privacy landscape

“Virtually all aspects of our lives revolve around data,” Debar said. “Think about social media online shopping, content, streaming, banking, or even healthcare. All these day-to-day activities involve the sharing of our personal data with companies. As more data is being collected and more organizations have access to it, it becomes important to have robust data protection laws to ensure that consumers are not only aware and consent to the sharing of personal information, but also that it’s handled with the appropriate level of care and accountability.”

These data privacy laws aren’t the only things spurring change in the marketing landscape. The tech giants’ charge toward better regulation practices is paving the way for further adoption.

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graphic showing when marketing teams should consider data ethics
Image: Acoustic

“Some of the largest players of the digital space who have gotten ahead of customers expectations and have been regulating themselves by adopting rules that go beyond what is legally mandated,” said Debar. “Apple has restricted third-party tracking cookies and Google is doing the same thing by 2023.”

She added, “These moves are setting the tone for what is going to be market standard, and they’re forcing market professionals to adapt and rethink how they work.”

The brands that best grasp the new privacy landscape will be best equipped to connect with customers across it.

Partner with legal teams

“While navigating the landscape might be complex, data privacy is the cornerstone upon which assets of any business operating in the digital space are built,” Debar said. “Failure to comply with privacy rules can harm brands, as this can result in litigation regulatory enforcement which comes with large fights, harm to your company’s reputation, and loss of customer confidence.”

To avoid these potential lawsuits and trust issues, brands should prioritize partnering with legal teams before enacting any form of data collection across their campaigns. This will help them better prepare for any potential privacy troubles.

“Rather than reacting and reaching out to legal as an afterthought, reach out early on and partner with the attorneys on your team,” she said. “Strategize around how you can conduct these routine activities in ways that are not only legally compliant but also ensure that the way you’re planning to use the data makes sense with the kind of relationship you’re looking to build and maintain with your audience.”

She added, “It’s important not to be frustrated about the restrictions that might be imposed on marketers.”



Leverage data ethics as a competitive differentiator

“Data ethics is a fairly new concept that businesses have not yet fully grasped or invested resources in, but it’s something that consumers want,” Debar said. “Companies embracing an ethical approach, focusing on being just, being good, and creating a positive customer experience, will be rewarded.”

Customers remember brands that treat them well; data collection practices are no exception. Companies can stand out from their competition by placing data ethics at the forefront of their marketing strategies.

“Data ethics can give you a competitive advantage for your customers by leaving them more than competitors are offering in terms of understanding their needs and respecting their boundaries. This will allow you to keep your customers and maintain the level of trust that they’ve given you in the first place.”

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She added, “The better people are treated, the more motivated they will be to share information with you.”

Watch the full video presentation from our MarTech conference here (free registration required).

Identity resolution platforms: A snapshot

What it is. Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices.

What the tools do. Identity resolution technology connects those identifiers to one individual. It draws this valuable data from the various channels and devices customers interact with, such as connected speakers, home management solutions, smart TVs, and wearable devices. It’s an important tool as the number of devices connected to IP networks is expected to climb to more than three times the global population by 2023, according to the Cisco Annual Internet Report.

Why it’s hot now. More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn’t work; buyers know what information sellers should have and how they should use it. Also, inaccurate targeting wastes campaign spending and fails to generate results.

This is why investment in identity resolution programs is growing among brand marketers. These technologies also ensure their activities stay in line with privacy regulations.

Why we care. The most successful digital marketing strategies rely on knowing your potential customer. Knowing what they’re interested in, what they’ve purchased before — even what demographic group they belong to — is essential.

Read next: What is identity resolution and how are platforms adapting to privacy changes?

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About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.



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MARKETING

How to Outmanoeuvre Your Peers as a Startup

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How to Outmanoeuvre Your Peers as a Startup

One of the primary goals of a startup owner is to ensure that you shine above the rest of the crowd. There are many more ambitious startup owners out there, and it’s your job to ensure that you aren’t left behind, no matter how competitive the industry.

Of course, such a thing is easier said than done. Many business owners recall the early years of business management to be the most tumultuous, and for good reason. Even the slightest mistake could have severe ramifications for startup owners.

The good news is you aren’t alone in your plight. There are just as many opportunities for success as there are roadblocks, and it’s never a bad idea to learn about how you can experience early success.

1. Understanding logistics and the fine print

Just about every new business will have to deal with supply chain logistics, something that could potentially cause plenty of problems if you aren’t careful. Fortunately, you can look at the example of successful startups to see potential solutions to the issue. Data management platforms, or anything you can use to optimise and simplify logistics, can go a long way in helping your business succeed.

There’s also plenty of risks that come with the management of logistics, which is why supply chain risk management monitoring is so critical to success. It’s an age where modern tech can trump just about every aspect of business, so it’s a good idea to look into as many modern software solutions as possible.

2. Taking the time to truly know your audience

Trust is one of the core building blocks that can help any business elevate itself, outpacing the rest of the competition in the process. If you want to build trust, you have to prove to your audience that you know them well enough and that you care about the customer journey.

A great example would be the world of telematics and usage-based insurance (UBI). With UBI, people have much more control over the pricing of insurance, as it depends heavily on best-practice methods as drivers on the road. Not only will best-practice methods save you fuel, but they will also save you insurance costs. A company owner that takes such an example to heart will grow the trust and loyalty of their audience sooner rather than later. Flexibility and the customer journey can win the day!

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3. Taking full advantage of feedback

As stated above, flexibility is a must when you consider all the aspects of business management. One way you can take advantage of feedback is to use social media and various other review sites as a foundation for customer reviews. Remember that how you respond to reviews will dictate the pace of your success, as even negative reviews can be transformed into a positive spin with the right strategy. For example, responding to negative reviews ASAP with solutions shows people your company cares, even if the critic no longer responds.

You can outmanoeuvre your peers as a startup with a genuine commitment to improvement in your chosen industry. The tips above will help reinforce such a mindset.

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