In recent years, data privacy has become an increasingly relevant topic. According to the Brazilian Internet Steering Committee (CGI.br), 60% of Brazilians are concerned about providing biometric data, such as fingerprints and facial recognition. In digital marketing, data collection has always been important for creating effective and personalized campaigns, but with increased awareness about data protection, companies face the challenge of balancing their marketing strategies with respect for user privacy.
Transparency about data usage is no longer just a best practice but a legal requirement. In this context, stricter regulations have emerged, such as the General Data Protection Regulation (GDPR) in Europe and the Brazilian General Data Protection Law (LGPD). However, many organizations still resist compliance. For example, a survey by consultancy firm Daryus revealed that only 20% of companies are fully compliant with LGPD, highlighting the challenges in implementing protection practices.
Data privacy increasingly needs to be understood as an opportunity to innovate and strengthen trust with consumers. When respected and maintained transparently, it can transform how brands communicate, creating more effective campaigns and lasting relationships.
Therefore, rather than limiting data-driven marketing, this scenario challenges us to rethink how we ethically collect, store, and use information, ensuring that the security of consumer-provided data is always prioritized. When consumers perceive their data is handled responsibly, they tend to share it, resulting in more relevant and personalized communication, enhancing the consumer experience.
How to leverage technology to your advantage
We’ve compiled some essential tips to improve the use of technology for secure data collection and management.
- Use technologies that protect user data
Invest in solutions like anonymization and encryption to protect collected information. Besides ensuring compliance with privacy laws, these practices demonstrate a genuine commitment to data security, which can boost consumer trust in campaigns.
- Invest in primary data
Investing in a primary data strategy allows companies of all sizes to meet consumer privacy demands while maintaining their ability to generate insights. By creating a two-way street between the brand and the audience—where value flows in both directions—offering personalized recommendations, discounts, and more, while collecting data across various touchpoints.
- Focus on minimalist and relevant data collection
Instead of seeking large volumes of data, concentrate only on essential information to personalize the user experience. This shows respect for privacy and avoids excessive data collection, which can breed distrust.
- Bet on campaigns based on explicit consent
Ensure consumers understand and agree to the use of their data before collecting it. Offer clear incentives, such as exclusive content or benefits, in exchange for consent, ensuring a mutually beneficial experience.
- Adopt a “privacy by design” culture
An ideal approach is adopting a “privacy by design” culture, integrating privacy from product development to marketing campaigns. Technologies like anonymization and data encryption help protect user information, even in case of security incidents.
In summary, transparency in data usage is a powerful tool for building more ethical and positive relationships with consumers. By clearly informing how their data will be used, companies can increase acceptance and engagement in campaigns, strengthening public loyalty and trust. Digital marketing, when aligned with privacy and transparency principles, can adapt and thrive in any scenario.
