MARKETING
The Privacy First Approach To Marketing
By Kehinde Ruth Onasoga
It is no longer news that privacy policies have experienced monumental changes in the last couple of years and the most recent changes affecting how marketers effectively advertise across digital platforms . With Apple Inc and Google effecting privacy changes across their web technology platforms this more than ever has jerked up our need as marketers to rethink our approach to Privacy . So what are the current limitation being faced in getting our products and services to the eyeballs of our target market ?
Performance Measurement : Cookies and other forms of performance measurement are used to measure the performance of digital marketing ; as a result of these privacy restrictions , it becomes hard to accurately report the version of an ad , evaluating its performance to the objectives of a campaign .
Personalized Ads : With the restriction and regulations , the personalization of ads has become increasingly difficult as these limitations affect data sources in creating personalized ads .
Ad Frequency : Limitations on third-party cookies have made it incredibly difficult to manage the frequency to which people see the ads being served . As a result , this can be shown to them too many times or too few . Either way , it can be damaging to the success of a campaign .
So as marketers and business owners , how do we leverage a privacy-first approach to marketing ? And at the very end , get what we want in meeting our objectives ?
Be Transparent and Provide Customers Control
Customers like being involved . They like to know that they are part of the bigger picture . First , be transparent about how your company collects its customers ’ data and how it is used . Include as part of your content strategy , an outline that addresses your privacy policy in simple easy to understand terms . Make it easy for them to know outside the legal jargons - the Hows , Whos , Whys and Whats . Update your customers on how your brand is approaching privacy first in keeping their data safe ; give them control by giving them options to subscribe to select the information they would like to receive from your organization and unsubscribe from those they won ’ t .
Create a privacy policy document for your organization . Work with your legal department in drafting one , ensuring all contained is in line with the current privacy laws and policies and how this may affect your business in future .
Be Flexible with Audience Segmentation & Monetization
With the limitation third-party data now faces within advertising platforms , it is time to actively collect , analyze and put to good use your first-party data to improve your digital marketing success .
To leverage first-party data , you must first create an identifier for your existing databases ; you can assign identifiers to your customers on audience platforms like customer relationship management ( CRM ) software or Data Management Platforms ( DMP ). Once this is in place , ensuring information security features and identifiers have been created , a segmented audience list can be made , prioritizing first-party data such as demographics , content preferences , and activity history . This can then be transferred to your ad management system for marketing and activation purposes .
This less evasive form of personalization allows you to deliver greatly personalized ads across various devices in a respectful and privacy forward manner without leveraging third-party cookies .
Better insights with Analytics + Better Ads Optimization
Analytics remains one of the most underutilized forms of strategic marketing . Understanding how your customers engage with your content is a great form of measuring the performance of your content across websites and other track-able platforms . Find out about your customers ’ journey across your website , how much time is spent consuming your content , bounce rates , locations , revenue trends and so on . Insights like this will help you further define your audience segments - in-market and affinity categories for your advertising platforms . This will best promote your services and offerings to them .
Leverage Data To Improve Advertising Strategies
Segmenting your first-party audience data can open new advertising opportunities for your business . Marketers are building better relationships with their consumers by offering content that appeals to them or simply creating additional value that will benefit them . This may come across as a different value proposition , free subscriptions , access to exclusive content , or merely providing incentives through freebies . Whatever this may be , leveraging well-segmented first-party data will help you improve performance and drive revenue .
Preparing for the future now
The time to rethink how we utilize customers data is now ; the privacy limitation has given us a way to review how we are gathering this sensitive data and to what extent we can use them to benefit both our customers and our business .
Ms . Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .
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