- March 19, 2019
- Posted by: Robert Duke
- Category: Articles
A report by Statista revealed that only 17% of internet users in the United States believed their data to be very secure online. So, where are the others? Why do they question their data privacy online?
We all know that our online activities are recorded and stored by most of the firms while using their website. The data privacy rules govern how this information is collected, shared, and used. However, most of them ignore the rules blatantly. And, thereby creates space for distrust between the organization and the customers without even realizing it.
How can we reduce this rampant over data privacy now and build a solid brand trust? Here is a quick guideline on what every B2B marketers need to know about customer’s privacy. Take a look at it.
How is Data Privacy Applicable to Marketers?
Data privacy is closely related to marketers as they always want to create more personalized experiences to the users by gathering large chunks of data. But, at the same time, they should make sure that this information of their clients complies with data protection rules, such as CAN-SPAM, CASL, or other.
Notably, the newly introduced General Data Protection Regulation (GDPR) speaks about how your organization is collecting, gaining explicit consent, and using the customer’s data for the business purpose. Recently, GDPR levied Google with $57 million for not properly disclosing the data collection info to the users across its multiple services to provide personalized ads.
So, if you do not wish to pay hefty fines to the policymakers, you have to rigorously reexamine your data privacy practices, and ensure it aligns with all the guidelines.
What Must B2B Marketers Consider About Data Privacy?
Do not Collect Unnecessary Data about Audience
We know customers deeply care about their data privacy and security. So, you need to be careful while collecting their data and putting it into use. Collect only required data and use just as much it is necessary to execute a given task. Additionally, ensure that you do not utilize the data collected for one purpose to perform some other processes.
Stay Transparent Throughout Your Data Collection Process
People will hold your brands accountable if they encounter any bad experience with your service, even if you are not the one responsible for it. Hence we always recommend you to be transparent and open about your data collection process. Tell your customers when, why, and how you are collecting their data to protect yourself from false accusations.
Learn Privacy Practices of Companies You Partner With
Apart from customers, even the B2B marketers are concerned that their vendors might expose them to risk by not following the data protection guidelines. So, you have to be smart enough while picking the marketing technology vendors. Besides, you must rigorously investigate their data privacy practices, especially if they have direct influence with the customers.
Consensual Data Collection Practices
Consent forms the basis of any data privacy regulations around the world. Various data protection laws insist that any firm collecting the user’s data must do so only with the consent of the subject.
“Consensual data collection will soon become the epicenter of ethical marketing.” ~ Robert Duke, Marketing Manager, Blue Mail Media.
You must request their consent while users download any report or register your services by sharing their data. You must explicitly ask them by providing an option to select, “I do, “I accept,” and “Yes” which denotes their acceptance.
Constant Monitoring of Privacy Regulatory
The firms must continually monitor the evolving privacy regulatory. It helps them to identify the changes and to ensure agreement with policies and procedures. Also, to determine the kind of tools they require to meet the compliance needs. Developing and thoroughly recording your monitoring program forms a key to a successful program as it helps in recognizing the root causes that require your attention.
Adopt this mindset now!
Yes, do not wait until tomorrow to safeguard your customer’s data. Client requirements and technology trends keep changing daily. So, you have to work together with your customers to keep up with their expectation and gain their trust.
Trust needs a sturdier foundation that offers unfailing assurance to the audience that you handle their data fairly with their choice. So, be thoughtful about how you use their data while executing your B2B marketing strategies. And, also consistently edit your policy and make your customers feel that they are playing a winning game. Otherwise, they may quit playing without any notification.