How to create your personalized advertising without violating privacy
Posted: Sun Dec 15, 2024 7:27 am
Personalized advertising in the era of data protection
B2B companies have to deal with relentless competition, both from market distortion by new technology and price pressure from discounts. Marketing and sales teams can barely catch a break, because there is hardly a competitive advantage that can’t be duplicated.
Not anymore. Personalized ads make differentiation possible, as companies can now create tailored experiences for each customer, allowing them to garner customer loyalty, more sales, and a better bottom line.
However, in the wake of rising awareness about data privacy and the rush that has greeted the approval of the GDPR framework, customers are increasingly concerned about their privacy. Some personalized advertising strategies
are now perceived as invasive and alien. The dilemma here sms gateway chile is this: amid deep concerns about data privacy, customers want and indeed expect brands to personalize their advertising experience. This McKinsey report reveals that 71% of shoppers expect personalization and 76% of them are frustrated when there is a lack of humanized interaction with a brand. Similarly, shoppers also expect their right to data privacy to be respected as there has been a widespread consensus that companies must respect rights even in the absence of government intervention. The United Nations human rights department has also concluded that governments must regulate the activities of companies when it comes to the handling of personal data. Private companies are showing compliance with such rights in their operations.
Apple’s latest privacy changes give users a choice: they can block or not the IDFA tracker. Google has already announced plans to phase out third-party cookies in the Chrome app in 2023. While these developments have somewhat spooked advertisers and publishers, there is a call to be in tune with the new normal. To avoid causing customer dissatisfaction and sustain their marketing campaigns, companies must understand these data privacy limits and be very cautious when collecting and processing customer data. There is also the challenge of exercising our innovative role to extract more value from the first-party data we can accumulate. New ways to reach customers without compromising their data privacy rights are shown in the following tip. Let's take a look.
B2B companies have to deal with relentless competition, both from market distortion by new technology and price pressure from discounts. Marketing and sales teams can barely catch a break, because there is hardly a competitive advantage that can’t be duplicated.
Not anymore. Personalized ads make differentiation possible, as companies can now create tailored experiences for each customer, allowing them to garner customer loyalty, more sales, and a better bottom line.
However, in the wake of rising awareness about data privacy and the rush that has greeted the approval of the GDPR framework, customers are increasingly concerned about their privacy. Some personalized advertising strategies
are now perceived as invasive and alien. The dilemma here sms gateway chile is this: amid deep concerns about data privacy, customers want and indeed expect brands to personalize their advertising experience. This McKinsey report reveals that 71% of shoppers expect personalization and 76% of them are frustrated when there is a lack of humanized interaction with a brand. Similarly, shoppers also expect their right to data privacy to be respected as there has been a widespread consensus that companies must respect rights even in the absence of government intervention. The United Nations human rights department has also concluded that governments must regulate the activities of companies when it comes to the handling of personal data. Private companies are showing compliance with such rights in their operations.
Apple’s latest privacy changes give users a choice: they can block or not the IDFA tracker. Google has already announced plans to phase out third-party cookies in the Chrome app in 2023. While these developments have somewhat spooked advertisers and publishers, there is a call to be in tune with the new normal. To avoid causing customer dissatisfaction and sustain their marketing campaigns, companies must understand these data privacy limits and be very cautious when collecting and processing customer data. There is also the challenge of exercising our innovative role to extract more value from the first-party data we can accumulate. New ways to reach customers without compromising their data privacy rights are shown in the following tip. Let's take a look.