The importance of
data protection

With 86% of users taking active steps to improve their online security, data protection is the number one concern for consumers. And as more and more data privacy regulations and guidelines are implemented by governments, industries and privacy organizations around the world, it is becoming increasingly important for marketeers to understand and comply with these rules, otherwise they risk penalties and/or fines.

Long paper

Combining personalization and privacy

A study by Accenture showed that 80% of consumers surveyed in the US and UK, aged between 20 and 40, think that privacy is something that belongs to the past. 87% of respondents say that the guarantees provided by brands are not enough to protect their personal information. However, around half of these people (49%) say they would not object to companies monitoring their buying behaviour if it would lead to more relevant offers, and 64% would not be bothered by push messages in a store to offer them coupons on the spot. Overall, 61% think it is more important to get relevant offers than to keep their online activity private. We know that demographic and behavioral information benefits customers by providing a more targeted and personalized experience. 90% of executives surveyed by Adage say they depend on consumer data for their marketing activities. Brands no longer want to spend money targeting people who don’t convert. Storing information also benefits customers. When customers store their address or credit card information at their favorite online retailers, for example, they can make purchases faster.

Transparency in marketing

Even today, marketeers can still collect a multitude of consumer data. To provide customers with a positive and personalized experience, we need their data. However, all marketers are also legally bound to treat this personal data with respect and fairness. To do so, you must be transparent about how you use the data and inform consumers about what will be done with it. To truly protect customer data, it is not enough to defend your network against hackers and publish a standardised privacy policy. To turn privacy into a positive customer experience, you need to do the following:

  • Develop user-centered privacy controls to give customers control
  • Avoid multiple intrusions
  • Prevent human intrusion by using automation wherever possible

To further develop your marketing privacy policies, do the following:

Provide customers with assurance that you value their privacy and make them aware of the tools and methods you use to protect their data. Prominently display your certifications and other security logos on your website and create a separate page for your privacy policy. This will encourage customers and prospects to trust you. Inform customers when their information is disclosed and be very clear about how you will use that information once it has been collected. Allow customers to decline to provide their information or to opt out of receiving emails and other promotions. Own and control your own data by limiting its sale to third parties. For example, use a marketing optimization solution that does not require third-party data sales to activate it.

Impact of gdpr

Almost 2 years after the GDPR came into force, more than 84% of Belgian sites notify consumers about the collection and use of personal data and more than 91% of consumers accept cookies from publishers and brands. The only downside is that far too many sites still use an automatic opt-in when European regulations require explicit consumer consent. An opt-out is therefore complicated for consumers who no longer want to be targeted by a particular brand.

Regis watrisse
Managing Partner Mediascale
Mediascale Benelux offers a number of solutions that allow consumers to control their data but also to store your customer data securely. Do not hesitate to contact us for more information on r.watrisse@mediascale.eu
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