How to stress privacy in your digital marketing campaigns for 2020
Monday, November 25, 2019
Online data protection is a key concern for digital consumers across the board. As a digital marketer, it's very important to make sure your customers' info is secure. But you also need to let your customers know how you ensure their privacy in all conceivable ways.
How do you update and perfect your communication about this crucial info in your campaigns this coming year? Use these research-based strategies.
Cut the cookies.
According to Infogroup research, 39.4% of consumers aren't comfortable with their personal info being shared for any marketing purpose. Revamp your strategy and stop using cookies.
This is a growing industry trend that shows great authenticity and control of your brand. Also, let your audience know you're phasing out cookies either immediately or on a certain timetable — this info provides valuable reassurance.
You're utterly transparent.
Devote a detailed section of your website to a comprehensive list of how you collect, use and store consumer data. Use clear language and be as detailed as you possibly can.
Don't count on your consumers to read a jargon-packed "I agree" statement until you truly let them know what they agreeing to in a way they can quickly grasp.
You constantly update and monitor your website's security.
Survey research from Malwarebytes Labs found that 86% of consumers verify a website is secure before buying from it. Make sure your audience knows you are consistently checking for issues and that you fix any problems that pop up immediately.
Your search engine presence is readily available.
The Malwarebytes Labs data also found that 95% of consumers distrust info on social media, so shore up the impression you make in search engines by constantly generating informative content about the specific ways you protect your consumers' data.
When a consumer finds your brand via Google or Bing as opposed to hearing about it via social, make sure they are instantly impressed by your brand's legitimacy.
You want to hear about your consumers' concerns.
Create a "privacy comment portal" on your website: a secure and specific place your customers can discuss their privacy concerns or any issues that come up with you immediately. Advertise its availability and make monitoring this information a priority so you can address these concerns in real time.
Action is always a better advertisement than words — it will win you loyal consumers for years to come.
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