Recently, Forbes reported that British Airways was slapped with a £183M fine for a data breach, and the hotel chain, Marriott, got stung for £99M after failing to protect the personal data of 339 million guests.
The aforementioned CCPA (California Consumer Privacy Act) in trend #26 above will be the most restrictive state privacy law passed in the U.S. when it comes into effect in 2020. Despite opposition from big players in Silicon Valley like Facebook, the world’s fifth-largest economy is pushing forward with its new consumer privacy act.
It’s clear that the people (but not the companies) of the world are getting serious about privacy, and marketers – who rely on those people – have no choice but to play by the new rules or miss out. One of the new rules is that marketers and brands will have to “‘earn’ the contact information of their targets” rather than engage in mass marketing. As Forbes points out:
“In the United States, marketers have become so lax in their targeting practices that every one of us has to take several minutes a day to delete from our inbox – both professional and personal – the dozens of emails that are not relevant and clearly not welcome.”
People want to know they can trust brands, and that their personal data is safe. Instead of being complacent, digital marketing teams should get strategic to reinforce their commitment to privacy so they can earn the trust of potential customers.
Some of the ways brands can earn consumers’ trust is by:
- Researching and understanding our audience(s)
- Developing a relevant message to get an audience to engage
- Finding the right channel to engage with that specific audience
- Developing an “intimate” relationship through thoughtful engagement