Importance of User Privacy in Marketing

A hairdresser and a marketer came into the bar. Hold on… Haircuts and marketing? 🤔 Here's the reality: Consumers are more aware than ever of how their data is used. User privacy is no longer a checkbox – It is a trust-building cornerstone for any online business. 88% of consumers say they won’t share personal information unless they trust a brand. Think about it: Every time a user visits your website, they’re making an active choice to trust you or not. They want to feel heard and respected. If you're not prioritizing their privacy preferences, you're risking their data AND loyalty. We’ve all been there – Asked for a quick trim and got VERY short hair instead. Using consumers’ data without consent is just like cutting the hair you shouldn’t cut. That horrible bad haircut ruined our mood for weeks. And a poor data privacy experience can drive customers straight to your competitors, leaving your shopping carts empty. How do you avoid this pitfall? - Listen to your users. Use consent and preference management tools such as Usercentrics to allow customers full control of their data. - Be transparent. Clearly communicate how you use their information and respect their choices. - Build trust: When users feel secure about their data, they’re more likely to engage with your brand. Make sure your website isn’t alienating users with poor data practices. Start by evaluating your current approach to data privacy by scanning your website for trackers. Remember, respecting consumer choices isn’t just an ethical practice. It’s essential for long-term success in e-commerce. Focus on creating a digital environment where consumers feel valued and secure. Trust me, it will pay off! 💰

Thanks to IAPP for the opportunity to share my thoughts on why privacy must be the marketing industry’s top priority in 2025. Privacy isn’t a nice to have anymore. It’s non-negotiable, and how brands approach it will determine future performance. In the US, new state laws have recently come into effect, with more slated for the second half of the year. These laws add to an already complex and fragmented patchwork of state-by-state laws. And it’s not just the US—regulators worldwide are cracking down on bad data practices, making it clear that the trend is toward stricter enforcement. If it wasn’t already obvious, we've entered a period of marketing where data privacy is an absolute priority: 👉 Consumers demand it: They’re more informed than ever and making active choices about how their data is used. 👉 Regulators require it: Fail to comply, and the financial and reputational risks are steep. 👉 Advertising partners expect it: Brands won’t work with vendors who can’t meet high privacy standards. My advice to marketers? Scrutinize the technology you rely on. This shouldn’t be done in a silo within the marketing department. Engage your privacy, legal, and compliance teams early to ensure your tech partners align with regulatory requirements, consumer expectations, and your data ethics as a business. Ask follow-up questions when you see the words “privacy compliant.” Data collaboration and first-party strategies are essential, but privacy must be built into every process—not bolted on. Link: https://hubs.la/Q03cGMpJ0 InfoSum #DataPrivacy #DataCollaboration #IAPP #FirstPartyData