Technology and data privacy as allies of digital marketing

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 with the provision of biometric data, such as fingerprints and facial recognition.In digital marketing, data collection has always been important to create effective and personalized campaigns, but with increasing awareness of data protection, companies face the challenge of balancing their marketing strategies with respect for user privacy.

It is understood that transparency about the use of data is no longer a good practice and has become a legal requirement. In this context, we see the creation of stricter regulations, such as the General Data Protection Regulation (GDPR) in Europe and the General Data Protection Law (LGPD) in Brazil, however, there is still resistance from many organizations. The research of Daryus consultancy, for example, revealed that only 20% of companies are fully adequate to the LGPD, highlighting the challenges in the implementation of protection practices. 

Increasingly, data privacy needs to be understood as an opportunity to innovate and strengthen the relationship of trust with consumers.When respected and maintained with transparency, it can transform the way brands communicate, creating more effective campaigns and lasting relationships. 

So 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 consumer-provided information is always prioritized.When consumers realize that their data is handled responsibly, they tend to share it, which results 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 collection and safe management of data.

• Use technologies that protect user data

Invest in solutions such as anonymization and encryption to protect the information collected. In addition to ensuring compliance with privacy legislation, these practices convey a real commitment to data security, which can increase consumer confidence in campaigns.

• Invest in primary data

Investing in a primary data strategy allows companies of all sizes to satisfy the demand for consumer privacy while maintaining their ability to generate insights about them. By creating a two-way street between the brand and the public, in which value circulates in both directions, offering personalized recommendations, discounts, among others, as it collects data across the various touchpoints.

• Focus on minimalistic and relevant data collection

Rather than seeking large volumes of data, focus only on the information essential to personalizing the user experience.This demonstrates respect for privacy and prevents excessive data collection, which can generate mistrust.

• Bet on campaigns based on explicit consent

Make sure 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 the experience is mutually beneficial.

• Adopt the “privacy by design” culture

An ideal approach is to adopt the culture of“privacy by design”, integrating privacy from product development to marketing campaigns. Technologies such as anonymization and data encryption help protect user information, even in cases of security incidents.

In summary, transparency in the use of data is a powerful tool to build more ethical and positive relationships with consumers. By clearly informing how their data will be used, companies are able to increase acceptance and engagement in campaigns, strengthening loyalty and trust of the public. Digital marketing, when aligned with the principles of privacy and transparency, has the ability to adapt and thrive in any scenario.