In an increasingly connected and technological world, users are concerned about the privacy of data entered on company websites or blogs.
Nowadays, the internet has become a space that goes beyond connection, it is an important tool for businesses to create relationships with consumers.
Whether through forms or newsletters, people share their personal data in search of achieving something: an e-book, company news, digital guides…
Therefore, companies need to be vigilant in protecting this shared data. The General Data Protection Law (LGPD) was created for user security.
To help you understand what LGPD is, its relationship with Digital Marketing, and how to plan strategies to protect this data, we wrote this article. Keep reading and learn more about the subject.
General Data Protection Law (LGPD)
Approved in 2018, the General Data Protection Law (LGPD) came into force in September 2021. During this time, companies had to reorganize all strategies that included the collection of user data.
Ensuring transparency regarding the use of data collected from individuals on websites and blogs is the main objective of the LGPD. Now, companies need to know how to manage the information shared, spontaneously, by users.
According to the Brazilian Micro and Small Business Support Service (SEBRAE) , the law is based on European legislation that was approved at almost the same time.
This legislation, which received the acronym GDPR, is guided by fundamental rights of freedom and privacy.
Therefore, having established rules on the collection, storage and sharing of personal data.
With this change, one of the most “affected” areas was Digital Marketing, as many communication strategies require users’ personal information, such as name and email.
Data Privacy and Digital Marketing
Many digital strategies require information about users in order to achieve positive results.
To this end, several tools were created, such as Big Data and Business Intelligence (BI), which collect and store data to be used in action planning.
Data privacy has become one of the most important points for Digital Marketing, even more so with the end of third-party cookies approaching.
The exchange of information with the company occurs when the consumer is interested in a service or product offered and shares personal data to receive the item.
Until the LGPD, this communication between data and products had no practical limits and occurred without regulated standards. After the law, everything that is shared must have been authorized by the user.
Therefore, users need to allow the collected data to be used in digital marketing strategies.
The user must be completely sure that the shared data can estonia phone number data be used in the company's analyses or actions, with no doubts or misunderstood texts.
Planning with data
In digital marketing, data is used for different segments, such as target audience analysis, Inbound Marketing (or direct marketing), consumer trends, pattern identification, among others.
Now that you know what LGPD is and its relationship with digital marketing , learn how to create strategies to protect data.
Digital Marketing Strategies for Data Privacy
As seen, data privacy, guaranteed by the LGPD, is very important both for the company and, mainly, for the user.
That’s why we’ve put together some tips for you to create digital marketing strategies focused on privacy. Check it out!
Data Collection and Use
The way data should be collected and used in digital marketing strategies is guided by LGPD guidelines. Therefore, it is necessary to study these guidelines to adapt your company.
According to Google, around 81% of people believe that the possible risks caused by data collection outweigh the benefits.
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