Guidelines for Marketers

The ever-evolving, fast-paced digital landscape has marketers racing to adjust their strategies for 2023. Today’s digital marketers are trying to balance the consumer demand for tailored experiences with the increased pressure of new data privacy restrictions.

Consumer privacy has been a concern for years and it will continue to be a priority. In 2023, marketers will find that restrictions focused on protecting users and their information have accelerated. 

The good news is that the FineView Marketing team can lead effective campaigns despite restrictions and regulations. They are experts at capturing consumer data and delivering a personalized experience while staying in compliance with current privacy regulations.

Guidelines for Marketers: Maintaining Data Compliance in 2023

What does compliance really mean?

Data protection and privacy regulations are essential components of digital marketing strategies. These regulations put restrictions on the types of data that can be collected and how they can be used. If regulations are not followed, there is a risk of serious consequences, including fines, lawsuits, and reputation damage.

The two main privacy regulation mandates are General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA).  Core regulations are consistent across most digital marketing channels, including email marketing, direct marketing, and social media. These core regulations include ensuring data is stored securely and only collected with the individual’s consent. 

To provide context to upcoming changes and how they affect users, it’s a good idea to understand cookies.

What are cookies (and we don’t mean chocolate chip) and what is their benefit to marketers? 

First-party cookies are small pieces of code placed in a customer’s browser when they visit a website. This allows for a more personalized experience. First-party cookies are used to remember the contents of a customer’s cart, the articles they last read, or the progress of a video they’re watching. First-party data, collected by first-party cookies, can be shared with or sold to other organizations as third-party data. 

Third-party cookies are used for cross-site ad tracking, wider audience profiling, and wider personalization in advertising. Google has been phasing out cookies since 2020 and will remove all third-party cookies by 2023.

It’s time to implement best practices for managing this change. For more detailed information read Adapting Digital Strategies for a Cookieless World.

Wherever you are in your privacy journey, there are steps that you can implement now.

Steps Marketers Can Take To Meet Data Compliance

Determine Which Laws Apply 

Marketing is an increasingly remote industry. Digital marketers can provide services to a client based in Ohio even if their company is located in Texas. For this reason, it’s important to be aware of data privacy laws as they apply to specific businesses. 

The International Association of Privacy Professionals (iapp) has information that explains current compliance obligations and any impending changes. 

Evaluate Existing Services and Identify Essential Changes

Marketing professionals offer a wide range of services and the tools to implement them. Auditing services and tools make it easier to run a data inventory. A data inventory identifies the type of customer data that is being collected, processed, shared and stored.  

Base New Processes on Best Practices

Given the fluid nature of the data privacy landscape, it’s best to build a privacy program based on best practices rather than specific compliance obligations. This enables quick response to future changes. 

Marketing-specific best practices suggested by RedClover Advisors include:

• Reviewing your privacy notice before executing a new marketing campaign or signing on a new vendor
• Checking to make sure your privacy notice and cookie banner are on all landing pages—and firing correctly
• Ensuring consent is captured when needed
• Communications follow the laws required for email and texting 
• Creating a preferences center that allows customers to choose what personal information they share with you and how often you communicate with them

Build Trust

Include information about your consistent efforts to protect privacy to websites, email campaigns, and social media posts. This will enable consumers to understand what you’re doing with the information you collect. As a result, they will be more likely to tell you who they are and share their preferences. 

Be Flexible

For the next few years of privacy compliance is sure to be in constant flux. Red Clover Advisors recommends a program that:

• Delivers regular training and education to employees
  
• Has processes based on privacy best practices, not just compliance obligations
  
• Conducts regular risk assessments and incident response drills
  
• Communicates privacy practices to customers
  
• Reviews and updates policies every year

Takeaway

The evolution won’t stop here. It’s essential to stay up to date so that your marketing approach can be adjusted to comply. The FineView Marketing team continues to be innovative with strategies and holistic approaches to reach intended users and lead effective campaigns.