In recent years, data privacy has become an increasingly relevant topic. According to the Internet Steering Committee in Brazil (CGI.br), 60% of Brazilians are concerned about the provision of 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 the increasing awareness of data protection, companies face the challenge of balancing their marketing strategies with respect for users' privacy.
Transparency regarding data use is no longer considered a good practice but has become a legal requirement. In this context, the creation of stricter regulations can be seen, such as the General Data Protection Regulation (GDPR) in Europe and the General Data Protection Law (LGPD) in Brazil, but there is still resistance from many organizations. The research by Daryus consultancy, for example, revealed that only 20% of companies are fully compliant with LGPD, highlighting the challenges in implementing protection practices.
Increasingly, data privacy needs to be understood as an opportunity to innovate and strengthen the trust relationship with consumers. When respected and maintained with transparency, it can transform the way brands communicate, creating more effective campaigns and lasting relationships.
Therefore, instead of limiting data-driven marketing, this scenario challenges us to rethink how we collect, store, and use information ethically, ensuring that the security of the information provided by the consumer is always prioritized. When consumers perceive that their data is handled responsibly, they tend to share it, resulting in more relevant and personalized communication, enhancing the consumer experience.
How to use technology to your advantage
We have separated some fundamental tips to improve the use of technology aimed at the safe collection and management of data.
- Use technologies that protect user data
Invest in solutions such as anonymization and encryption to protect the collected information. In addition to ensuring compliance with privacy legislation, these practices convey a genuine commitment to data security, which can increase 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 about them. By creating a two-way street between the brand and the audience, where value flows in both directions, offering personalized recommendations, discounts, among others, as it collects data across various touchpoints.
- Focus on a minimalist and relevant data collection
Instead of seeking large volumes of data, focus only on the essential information to personalize the user experience. This demonstrates respect for privacy and avoids excessive data collection, which can lead to distrust.
- Bet on campaigns based on explicit consent
Ensure that 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 that the experience is mutually beneficial.
- Adopt the "privacy by design" culture
An ideal approach is the adoption of a "privacy by design" culture, integrating privacy from product development to marketing campaigns. Technologies such as data anonymization and encryption help protect user information, even in cases of security incidents.
In summary, transparency in data use 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 principles of privacy and transparency, has the ability to adapt and thrive in any scenario.
