There’s a fine line between privacy of personal information and the convenience of personalisation online today.
With the popularisation of information about data privacy being highlighted in recent media and documentaries, it has brought what was in the past – a topic purely for marketers and data experts – to the forefront of the general population’s mind.
Trust in organisations to protect privacy online is declining and the desire to shield personal information is growing stronger for customers, yet a positive personalised experience remains key to creating business success.
This evolution is rippling across the world wide web as marketers look to implement new technologies to responsibly gather and utilise first-party data to provide the experience users desire with the privacy they deserve.
According to the Australian government’s recent Australian Community Attitudes to Privacy Survey.
9 in 10 people say they want more choice and control over their personal information online.
The survey highlighted how desire is driven by experience and the top priority when considering a new digital service now is privacy; ahead of reliability, convenience and price.
Customer-centricity is not a new concept – it’s the key to creating any successful business.
In the past Google, Apple and Facebook employed technologies such as third-party cookies to provide an all access view of the user. Whilst these techniques were successful in delivering a personalised experience, the news cycle, documentaries and tech companies have exposed the full extent of cross-site cookies in recent years resulting in a rise in consumer awareness and decline in trust.
“First party data is a business’ biggest asset and represents an opportunity to build a unique customer experience and defensible competitive advantage,” Datisan CEO and Co-Founder Chris Rozic says.
Google’s Privacy Sandbox project has highlighted the importance of protecting consumer information as it iterates its plan to eliminate third-party cookies from Chrome by the end of 2023.
“We have seen a number of businesses approach data as part of the digital marketing maturity process. What we have found is that while initially there can be some challenges getting the right people and data together… ” Chris says,
… once a cross-organisational team is formed and aligned to the digital marketing improvement process, it becomes a really exciting journey to be part of and the outcomes of the projects can make a significant impact.
Now, as Apple introduces ‘Opt In’ and consent notifications to its iOS 14.5 and15 devices, we can expect many users will remain opted out of cross-site tracking.
Many marketing and customer experience teams are wanting to future-proof their businesses by utilising first-party data.
Datisan’s CTO Matt Daniels says, “It’s imperative that they ensure granular consent mechanisms are implemented using clear language about what that consent means. Customers need to read and understand what it is that they’re opting into.”
Consumers deserve to be able to make educated decisions on who they allow to access personal information and a law degree shouldn’t have to be a prerequisite. Verizon’s Dan Richardson told Mumbrella in his recent research that
79% of consumers are actually unaware of the changes to third-party tracking, cookies, data privacy, and ad IDs, but at the same time, 76% of consumers said they’re very concerned about data privacy, which is up 27 points from two years ago.
It’s possible for brands and digital marketers to acquire the necessary data while protecting privacy and enhancing consumer satisfaction. But marketers also have a responsibility to educate consumers and use simple language around first and third-party data collection to allow customers to feel confident in the choices they’re making.
Datisan is a privacy-centric data partner that focuses on leveraging data to enhance customer experience. Speak to the Datisan team about how we can future-proof your customer experience and personalisation.