Building trust: How marketers can thrive in a privacy-first world

随着越来越多的人购物, 工作, 在网上生活, businesses are entrusted with ever more valuable personal data - and a greater responsibility to keep it safe. 
 
对于那些把隐私放在第一位的营销人员, the benefits are clear: users who feel in control of their personal data are three times more likely to 积极回应广告 而且找到相关信息的可能性是原来的两倍. Brands that don’t give privacy the attention it deserves risk losing the trust of their customers and damaging their reputations.  

在一项针对欧洲两万人的研究中， 43%的人说 they’d switch from their preferred brand to a second-choice brand if the latter provided a good privacy experience2. 当隐私被放在第一位时, 顾客更有掌控感, 更愿意信任公司, 也更愿意分享他们的数据. 
 
With consumer expectations changing and regulations becoming increasingly complex, privacy isn’t a simple or linear journey - but it’s a journey that the entire business needs to be on. 下面, we’ll explore 最佳实践 for a privacy-first strategy built on collaboration and communication.  

 
创造合作文化 

公司最成功的时候是 数字转换 isn’t just the remit of one executive but when the entire C-suite is aligned. This is particularly critical when it comes to privacy. 
 
A privacy-centric strategy needs input from all areas to deliver better experiences for customers and value to the business, and key stakeholders should be encouraged to 工作 together to deliver it. For example, a CMO will need to collaborate closely with peers in legal and IT. 每个人都有自己的责任, but the organisation’s privacy practices will run more smoothly if it’s a team endeavour. 

As one marketing leader recently told us: “It’s about legal having a marketing point of view and vice versa. The earlier you bring in different teams, the more effective the process will be. 双方都有责任, but everything becomes much easier when you share the same culture.” 

Having that culture established and underpinning decisions can pay off in financial terms too: research from Cisco showed that the most privacy-mature organisations are 平均收益为1.97x，与1相比.隐私最少的是53倍——成熟. 

 
为改变而沟通 

The changing privacy environment represents one of the most significant shifts in the relatively short history of digital advertising. Change on this scale and conflicting team priorities can cause friction, 但这可以通过一致的消息传递来缓解. 

记住这一点, it’s helpful to have a sponsor who can spread a coherent privacy message and get everyone on board through the entire organisation — and the more senior, 更好的. 正如谷歌(Google)最近在美国举行的国际商务会议上的一位主要发言人所建议的那样.K. 隐私 Forum, “make the CEO the sponsor to set that culture and push the importance of privacy”. 

A strong narrative and understanding of privacy enable teams to speak the same language and 工作 towards shared goals. It’s also crucial in making that shift from data protection being something that “has to be done” to it becoming a brand attribute. 

 
主动而非被动 

A privacy-first方法 to marketing is essential for meeting both customer expectations and marketing goals. By putting privacy at the centre of your decision-making, 你可以确保你的数字营销是面向未来的. 

The ideal outcome is data handling focused on exceeding customer expectations rather than just meeting legal requirements. 主动而不是被动, this should put businesses on the front foot for future changes — and delight customers in the process. 

人工智能解决方案 can help to fill any gaps and give you the most complete picture possible of your advertising campaigns. 而是把隐私放在第一位, 顾客更有掌控感, 更愿意信任公司, 也更愿意分享他们的数据. 最终, this means marketers are more likely to see significant performance benefits and deliver on that key goal: privacy-safe增长. 

 
隐私优先营销的5个关键行动 

• 构建在设计上是私有的第一方数据 

  Data, 例如电子邮件地址和客户购买历史记录, 是准确的, 当保护正确时, privacy-safe. 利用它来提供更个性化的体验.  

• 与法律和技术团队合作 

  隐私-first marketing requires a cross-functional approach. Consult key partners in legal and IT during both the development and implementation of your privacy strategy. 

• 解释如何使用数据

  Consumers are more likely to share their data with businesses they trust. Give them control and be transparent about how you collect and use data 

• 获得高层的支持 

  Senior leaders need to be on board with privacy initiatives and provide the resources necessary to make it successful 

• 通过机器学习保持性能 

  Make the most of your first-party data using modelling and AI to measure and optimise your campaigns in a privacy-first way.