When you consider the constant advancements in technology and the growth of the digital age, it’s no wonder that people are concerned about what their data is being used for.
So, what is data privacy? Put simply, it means ensuring an individual’s personal data is kept as private as possible.
It’s a huge concern for organisations in the UK and The General Data Protection Regulation (GDPR) outlines the rules for how personal data is collected, processed and stored. If organisations do not comply with such rules, they can face serious consequences, such as fines and harm to the company’s reputation.
Personal data refers to information about a living individual, including their name, phone number, home address or email address (some of which you might collect for your newsletters).
Organisations are required to gain consent from individuals before they can collect their personal data and inform them how long they are going to keep this data and for what purpose (for example, marketing reasons). Personal data should remain accurate and only be used for its intended purpose.
Being clear about this information ensures that you are following data privacy regulations along with building trust in your clients, who are more likely to stay loyal to you, helping your reputation.
One element of your marketing strategy where the importance of data privacy is very noticeable is the website you develop and maintain. Aside from the pretty visuals and features on it, your website is a route to its users’ private data and preferences. It’s vital that this is protected and that you educate your users about what options they have and how their data will be used. It is essential to allow users to opt out of sharing their information if they wish to do so.
Prioritising how cookies are used and managed is paramount to users’ safety. Whilst cookies are needed to enhance their experience, the information collected needs to be granted permission by the user. Visitors to your website should also, along with being able to simply accept or decline cookies, be allowed to opt in to how much they want to based on their preferences, letting some information be given and other information not.
Conclusion
Whilst many marketing strategies including website design promote customisation, this should never be at the cost of people’s privacy. You must remain transparent to your prospects and clients throughout your strategies to highlight that you are committed to remaining ethical in how you approach and use their data. This will in the long-term show them that they can trust you and also build stronger lasting relationships that elevate your business’s status.
For advice on how you can create a marketing campaign that champions the importance of data privacy, contact us now at kiesha@iconmarketingcommunications.co.uk.