The report emphasizes that it is important to combine both spectrums (organizational and technological) to have more complete data protection.
Implementing privacy-enhancing technologies is and will continue to be a challenge for businesses.
The report reflects on the difficulty of adopting innovative and intelligent solutions in a global recession scenario. The most logical path for companies is to continue investing in traditional tactics that generate the highest return on investment.
I highlight this excerpt from the report that summarizes this challenge and signals a first step towards overcoming it:
“Data privacy can be seen by organizations as more of a barrier than an enabler. This perception can cause brands to shy away from contributing to privacy solutions. This narrative can only be changed with education.”
In fact, building a secure data management morocco whatsapp data environment requires more than just generic knowledge about the technologies and resources available: a deeper understanding of the importance of the topic is necessary, and this can only be achieved with education campaigns within organizations.
Marketers have a key role to play in this process. Our goals will remain the same (attract, educate, engage and convert potential customers), but dealing with large amounts of data will become increasingly complex and challenging.
Here I highlight the guide's recommendations for preparing for this scenario.
1. Invest in data privacy education
Knowing what PETs are and their importance is the first step in creating a secure data environment. Everyone within a company (from interns to board members) must understand data privacy strategies and how they relate to brand positioning.
2. Understand where your business is today
Here comes a fundamental question: “Is your company aware of the changes in data privacy rules?”. Furthermore, knowing what data the organization uses, how it is collected and protected will determine the next steps in confidentiality strategies.
3. Make your data strategy as collaborative as your business
Building and implementing a data privacy strategy should not be the sole responsibility of the teams that are most impacted by it, such as Marketing and Product. Having synergy between these groups and IT and legal, for example, will make privacy actions more effective.
4. Enhance your data privacy and consent capabilities
Ensuring data privacy goes far beyond a consent form on web pages. Data governance, privacy policies and investment in technology are the resources needed to build a reliable system for collecting and managing information in the digital environment.
5. Partner and experiment
To build a data protection architecture using PETs, it is necessary to have specialized consultancy. Conducting tests and experiments with privacy-enhancing solutions is also recommended.
Additionally, benchmarking with other companies can be interesting to understand how they protect their data and that of third parties, adapting what makes sense to your reality.
In a complex context of information management, the main challenge of digital marketing is to reach new customers and create increasingly personalized experiences, combined with efficient data governance.