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How Socials and Advertisers Can Still Deliver Privacy-First User Experience

At the latest IAPP Global Privacy Summit, Apple CEO Tim Cook addressed the deep concerns about privacy and “data-hungry companies”, saying these companies should instead have a profound sense of responsibility towards the privacy of their users. Otherwise, we might live in a world that is less imaginative, empathetic, innovative and human.

With Big Tech coming under scrutiny for their use of data and the end of third-party cookies looming, data privacy is an urgent communications and tech challenge for brands and marketers alike. A recent YouGov study in the UK revealed that 70% of British consumers consider companies using customer data collection “an immoral practice”.

The industry needs to adapt to the new constraints on advertising fast, ensuring they make the most of these changes and not gambling with privacy. 

Here are four actionable steps brands and advertisers can immediately take to interact with users while respecting their privacy.

Think Creatively About How to Collect the Data

You need to think creatively about the data you CAN obtain, and how to obtain it.

Think zero-party data, what will a customer likely share with you? 

What kind of image do you have in mind for your customer?

Once you have that picture, design quizzes and reward surveys to colorize that image. 

The chance at winning a freebie and gathering your audience’s ideas add value to both sides.  It gives brands the chance to improve their products and services.

Now is a moment to innovate and ensure the value exchange takes place, rethinks and nurtures existing relationships with consumers, and collates data into the brand experience.

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Don’t Get Caught Out, Increase Investment in First-Party Data

According to the IAB State of Data Report, 59% of marketers are not increasing investment in first-party data, with a further 66% not adjusting their measurement strategies.  To not anticipate the incoming death of third-party cookies is a grave mistake. A gradual investment in first-party data would be more appropriate, searching for more effective tools that can help optimize the first-party data insights collected.  

Put Your Consumers First

Ultimately, the importance of trust and transparency is paramount to users. 

So it is better not to stock users and collect more data than you need to obtain. It’s time to put your audience first and educate them on how to better achieve privacy during their interactions with your brand.

Reinforce Genuine Messaging

Eye-catching and emotional creativity will help brands differentiate their campaigns from their competitors.

Brands should seize the opportunity to deliver genuine messages within compelling campaigns to connect with the audience. Varying the approach based on platform and permissions.

As we move towards a cookie-less world, it is critical that brands and marketers understand and use the emotions of consumers in specific contexts. While being mindful of what they expect or want in given situations, and using predictive models to build out messaging that will resonate, brands and marketers will reduce the reliance on data-driven personalization.

Privacy may look and feel like an obstacle to marketers, but in fact, it is an opportunity to build longer, more meaningful relationships with customers – we just need to apply what we’re good at: creative thinking to solve the problem.

[To share your insights with us, please write to sghosh@martechseries.com]

 

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