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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.

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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.

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.

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“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.”


Why brands must embrace responsible marketing practices

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.”

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).

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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

1640828540 338 Why brands must embrace responsible marketing practices

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

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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