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What Digital Marketers Need to Know About California’s New CCPA Law

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what digital marketers need to know about californias new ccpa law

There are a lot of questions swirling around California’s new Consumer Privacy Act (CCPA), which was enacted on January 1st, 2020. The good news is that enforcement action under the CCPA cannot be enforced until July, so brands still have some time to ensure compliance.

Essentially, this is California’s version of the EU’s GDPR (General Data Protection Regulation), however there are some major differences in implementation.

And while this new law legally only impacts California residents, the regulations will likely impact many websites in the US, and possibly others overseas. If a company has clients in California than they need to comply with the CCPA, and for many, it’ll be easier to make one update to their website/s to cover new laws like this, rather than output a patchwork of IP-driven geo updates for every state or country that decides to produce a new online privacy framework.

The CCPA states that any business which collects, shares or sells the consumer data of more than 50,000 people, or produced revenue of more than $25 million in the previous year, must comply with the new law. This means that not every company needs to worry about it, for now.

Here’s an overview of some of the key CCPA considerations.

What’s the difference between GDPR and CCPA?

At a high-level, the biggest difference between these laws is that:

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  • GDPR is opt-in for consumer data protection
  • CCPA is opt-out for consumer data protection

European consumers must agree to data tracking, generally via a notification pop-up that they can click on on any given website. Since it was enacted in 2018, 95% of consumers have opted in to relevant data tracking via these notifications – that means that only 5% of European Internet traffic isn’t being tracked under this law.

In addition, the GDPR also allows European consumers to have their data wiped and/or provided to them on request.

CCPA, on the other hand, is an opt-out law, which means that the same type of popup a consumer might see under a GDPR compliant website will instead ask if the consumer wants to opt-out of being tracked via cookies. In addition, under the CCPA, consumers are supposed to be given the option to deny companies the ability to sell their data as they see fit. It’s anticipated that this will see a rise in “don’t sell my data” buttons built into the footers of business websites.

“Even when there’s the option to say no, maybe 10% of the people say no” to having their data sold to third parties, says Ben Barokas, CEO of SourcePoint.

Based on the opt-in data from the GDPR, my guess would be that the opt-out will likely see similar take up to the numbers from Europe – 5% of consumers will likely take action as a result of having the option readily available.

Why is Internet tracking of consumers so important to business?

To cut a long story short, tracking consumers’ online behavior enables companies to deliver the right content to the right person at the most optimal time. This is good for both the business and consumer – the business only wants to invest in advertising for true prospects at the right time, and by doing this correctly, it can have a big impact on ROI.

At the same time, according to research by AdLucent, seven out of 10 consumers want personalized ads.

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AdLucent ad personalization report

Four out of five consumers say that they’re more likely to make a purchase when given a personalized ad by a brand, and 71% of consumers get frustrated when their online shopping experience is too impersonal.

The stats above make the estimates of a 5%-10% opt-out rate under CCPA palatable for our purposes. Most consumers actually don’t want to opt-out for these reasons, and many of the rest are likely too lazy or aren’t knowledgeable enough to do so.

Why are these new Internet laws are being enacted?

A couple of years ago many, including myself, predicted the death of cookies for tracking folks online. And while this hasn’t happened as yet, it certainly seems like cookies are nearing the end of their life span.

“Proprietary HTTP cookies were (and remain) the core mechanism for distinguishing one consumer from another, and each cookie may only be read by the party that sets it. There is no standardized, centralized mechanism for consumers to convey their interests or privacy preferences, which can then travel with them and be reliably broadcast to the right parties as consumers surf the web or hop from app to app on their mobile devices.”

~Jordan Mitchell, IAB Tech Lab

The above describes the consumer privacy problem that led to Europe’s GDPR and the new CCPA in California, while the privacy controls of most browsers have now made cookies less effective at tracking, anyway.

As a result, we’re gradually moving towards a singular identifier across the entire web, rather than private cookies from every website and app used. This will demand that our technology stacks evolve and innovate on this new standard – which, it’s worth noting, will also be opt-in.

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Content marketers need to educate themselves on consumer privacy and tracking technology, because one way or another, they will need to adjust.

The end result?

Cookies are eventually going away, and consumer privacy protection laws will grow globally. The replacement of the cookie will likely be a “global” one-click opt-in or opt-out for all websites and apps bound by these laws.

This will impact real-time bidding advertising online, but based on consumer input, that impact will be limited.

Most consumers like personalization online, and that’s not likely to change anytime soon. The balance then lies in ensuring the safety of the data you collect, maintaining consumer trust, while also utilizing relevant, valuable insights to underline the inherent value of such processes. 

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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