Privacy by Design for Digital Marketing
Mitigating data protection risks while enabling your business growth.
Organizations are facing increasing stringent and ever-changing legal obligations to protect customer rights with respect to marketing activities.
Data subjects’ privacy online is more important than ever; marketers have a responsibility to uphold their rights to it.
While there are great rewards to being privacy-first, the consequences of getting it wrong are correspondingly troubling. Brands who don’t give privacy the attention it deserves risk losing the trust and respect of their customers.
Our Advice
Critical Insight
Design your digital marketing operations to be privacy-centric. In the consumer world, transparency, trust, and control of personal data is key to expand your customer base. Embed privacy by design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.
Impact and Result
- Embed privacy by design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.
- Operationalize data protection practices for marketing processes such as being transparent, providing meaningful choice and consent, purpose limitation, data minimization, etc.
Privacy by Design for Digital Marketing
Mitigating data protection risks while enabling your business growth
Executive summary
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Info-Tech Insight
Design your digital marketing operations to be privacy-centric. In the consumer world, transparency, trust, and control of personal data is key to expand your customer base. Embed privacy-by-design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.
Executive Summary
Customers’ feeling of control over data is key for the success of marketing operations.
The emerging regulatory landscapes and changing tech platform policies have significant impact.
Embed privacy-by-design principles into the digital marketing lifecycle to enable business growth while managing data protection risks.
- Customers’ data privacy concern
- Emerging data protection landscapes
- Privacy-by-design principles
The “Ipsos Global Trends ” online survey shows that 73% of internet users aged 16-74 globally are concerned [1] about how the information collected about them when they go online is used. When customers feel in control over use of their personal data online, they consider the advertising 2 times more relevant, and they take 3 times more positive reactions.
Organizations are facing increasing stringent and ever-changing legal obligations with respect to marketing activities, such as US CAN-SPAM, Canada CASL, EU GDPR, ePrivacy, CCPA/CPRA, Colorado CPA, etc.
More than 130 + countries have put in place legislation to secure the protection of data and privacy.
The future of marketing is shifting to the collection of first-party data that a company owns and controls.
As more marketing channels and services emerge, marketers need to intelligently respond to the various contexts by embedding privacy-by-design principles into marketing processes to enable business growth while managing data protection risks.
[1] Google, Ipsos. Privacy by design: exceeding customer expectations. 2020.
[2]Rafael Garcia. How Apple’s Privacy Move Could Affect Your Wallet. 2022.
About Info-Tech
Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.
We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.
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Unlock Sample ResearchContributors
Garry, Julianne - Chief Marketing Officer, Info-Tech Research Group
Jean Louis, Fritz. Y - CISO, The Globe and Mail
Kahalon, Noa - Knowledge & Marketing Manager, PrivacyTeam
Kosmala, Peter - Founder and Principal, PRIVĀT, LLC
Lackey, Derek A. - CIPM, Chairman, Response Marketing Association & Managing Director, Newport Thomson
Dawn Hoffman, MBA, Marketing & Business Consultant / Marketing Management, Digital Dawn Hoffman
4 anonymous contributors
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