Privacy and Marketing: How to Navigate a Privacy-First World

With Data Privacy Week in full swing, I'm reflecting on what this year’s theme— “Take Control of Your Data”—means for marketers in 2024.

The theme underlines how changes in the data privacy landscape have complicated digital advertising efforts. Brands and agencies must now navigate consumer fears over privacy, the end of cookies, and regulatory frameworks such as the GDPR or CCPA—not to mention those on the horizon that target AI.

For marketers looking to roll out winning campaigns in 2024 and beyond, changes like these will require rebuilding consumer trust by putting privacy first.

But what does it mean to adopt a privacy-first marketing strategy? It starts with prioritizing transparency, seeing the customer as a whole person, and leveraging an omnichannel approach to boost their confidence—and results.

Do more transparent marketing

The average American is bombarded by 4,000 to 10,000 ads every day. But it’s not just the number that's bothering consumers—many are also tired of how intrusive digital marketing can be.

To win back consumer attention and respect, brands and agencies need to put transparency and authenticity at the forefront of their marketing strategies, all while continuing to learn about their audience. But how?

As it becomes more difficult to use third-party data harvested from cookies, a critical first step here consists of harnessing first-party data. According to McKinsey, doing so might include:

• Providing audiences with overt and easy-to-understand data invitations

• Creating a data security center for communicating existing data-protection measures

• Establishing an ongoing dialogue around the customer data experience

• Offering value propositions that clarify the benefits of agreeing to share one’s data

Steps like these won’t just shore up consumer trust in your data policies—they’ll also make the ads that you serve them feel more authentic.

See your customers as people—not data points

Another secret for delivering personalized experiences while respecting privacy is deceptively simple: treat every customer like a whole person rather than a dollar sign.

This means understanding not only customer demographics, behavior, and motivators, but also their beliefs, interests, and feelings.

If you do this, you’ll be able to use first-party data in a way that recognizes and celebrates your customers’ individuality. Think of it this way: it’s smart business to reward those who share their data with you by crafting messages just for them—not just targeted based on their buying habits.

Improve outcomes with an omnichannel approach

Once you’ve made sure that your marketing is more transparent and personal, it’s time to consider where those messages are showing up and how consistent they are.

This requires taking an omnichannel approach to marketing. Despite what the name might suggest, omnichannel marketing means more than simply communicating with your customers across multiple channels (e.g. physical stores, websites, or apps). Omnichannel marketing also means delivering a unified brand experience across those channels.

When done right, this approach allows you to ladder up into your larger business objectives while building consumer trust.

Imagine a retailer who delivers a tailored offer via mobile app. If this offer’s messaging isn’t consistent across channels (think the retailer’s e-commerce or brick-and-mortar store), a customer who sees the offer in one place and unsuccessfully attempts a purchase in another would feel frustrated.

On the flip side, if you’ve covered your bases, it’s more likely that the same customer will make the purchase and feel that their data is being put to good use.

LANC can help you navigate a privacy-first world

At LANC Marketing, LLC, we believe that transparency is the key to unlocking a compelling brand narrative and that doing so should never come at the expense of your customers’ privacy.

If you’ve found yourself nodding along with our discussion of privacy-first marketing but don't know where to start, don’t panic! Our team of experts can help you craft and implement a winning strategy that will keep your audience coming back for more.

This article was originally published on LinkedIn.