Here’s how marketers can ensure they strike the right balance between privacy and personalization strategies and tactics.
Trust is the pivot point where the balance between personalisation and privacy rests. Without trust, privacy concerns will rightly gain sway. 92 percent of senior marketing executives say privacy is a fundamental part of the customer experience. Trust — backed by informed consent — is the only foundation upon which real-time personalisation can be established. Customer permission to share data is a “function of trust”, the 2021 Digital Trends report concludes.
Marketers are both the keepers of where trust is created and the protagonists that create personalisation that aid the delivery of engaging customer experiences.
The risks associated with getting this balance right are huge and only likely to increase as the era of cookieless marketing looms large. For example, it’s estimated that less than 37 percent of users worldwide have opted in to allow apps to track them following Apple’s privacy-related iOS14.5 changes to its operating system — and that’s taking an optimistic view. The latest iOS15 software also highlights new privacy features, indicating that demand for customer-centric privacy has been on the rise.
So how can marketers ensure they strike the right balance and don’t overcomplicate the opportunity? Following some simple privacy and personalisation strategies and tactics are key.
- Collaborate closely with your C-suite peers
Marketers may find themselves in the sweet spot of personalization and privacy, and struggle to manage all aspects of the balancing act alone. Working closely with the CIO to understand data security and data flow is essential to an informed, multi-dimensional approach to customer data. Product and customer teams need to take a privacy-by-design approach to business and then with their legal teams to understand what’s coming from a privacy regulation point of view.
Consider: Conducting a privacy impact assessment of any new projects to map how information is collected, how it will flow, who can access it, how it will be stored, what it will be used for, and so on.
Avoid: Don’t wait for the regulator or moves by big tech companies to act. Jumping ahead of the market gives you the chance to be proactive, see how customers respond and fine-tune your approach.
- Adopt a customer-centric approach: put customers at the heart of your customer experience management (CXM)
75 percent of senior executives say marketing has taken a more active role in strategy during the pandemic because of their ability to understand the changing behavior of digital customers based on data. The voice of the customer must be present in organizational decisions, and customer data is the way to understand it.
Consider: Being as transparent as possible about why you’re collecting the data and what you intend to do with it, and make sure you ask for permission.
Avoid: Hidden or tricky clauses that create confusion for customers.
- Give consumers autonomy over their own data
While it’s common to offer web users the ability to stipulate the type of cookies collected when they’re on your site, best practice includes enabling consumers to monitor and change their consents. According to Deloitte, this kind of consent management can make privacy a brand differentiator.
Consider: Creating a complete online privacy portal. At Adobe, we’ve established a privacy centre that offers customers the ability to manage their consents at any time.
Avoid: Using data in a way your customers do not expect.
- Develop your first-party data strategy
With third-party cookies on the way out, access to quality privacy-compliant, first-party data will allow brands to build trusted relationships with their customers while still delivering exceptional customer experiences. Focus on setting up your first-party data — and depending on how you plan to use it, decide if the data should then be augmented with additional information.
Consider: A new “value exchange” to persuade your customers to provide additional personal information, which may include greater convenience, a superior digital experience, access to premium content, or free or discounted products and services.
Avoid: Assuming your internal data handling processes will be followed. Use technology to proactively protect consumer privacy, such as ensuring privacy compliance is built into tools.
- Develop a personalization strategy
Delivering a personalized customer experience requires an integrated approach across the company, based on operational, privacy-compliant, customer data with real structure against it, such as KPIs. It has to be championed by top management.
Consider: Committing the right level of budget to fund your personalization strategy as it requires operational data, education, training, and technology to deliver it.
Avoid: Thinking it can be one person’s job. Appointing a head of personalized marketing and assuming the job is done, is one of the biggest mistakes we see.
- Bring all your data together
Data integration across systems is the key to developing a single customer profile, which is the basis of personalized marketing. Nine out of ten marketers understand this is essential, but only 48 percent offer personalized content.
At the 2021 Adobe Summit, MG Motor India Head of Marketing, Udit Malhotra, described to audiences how the company stitches together cross-channel data to personalize experiences. When a potential customer comes into a dealership, the dealer knows the top five pages on their website they visited online, their lead score and whether they have pre-configured a car online, using their mobile number or email as a unique identifier.
Consider: Augmenting and enriching your data with privacy-compliant external sources.
Avoid: Leaving silos of customer data that cannot be used in real-time to personalize the customer experience.
- Operationalize your first-party data
Once you have a centralized customer profile, implement personalization technology that can ingest your available data and activate it by orchestrating — in real-time — the next best content, offer or experience to achieve your business goals.
Singapore-based telco M1, implemented a new website and content management system, combined that website data together with information from 20 other sources, and built a foundation from which it can offer hyper-personalized recommendations. “There are more than six million unique combinations of services people can take,” says Chief Digital Officer of M1, Nathan Bell. “All of those things combined means every man, woman and child in Singapore would be able to have their own unique plan if they so desired.”
Consider: Contextualizing your data to ensure your offers are relevant without being over the top.
Avoid: Overlooking essential customer data. For example, not considering whether your customer has a complaint in progress will punch holes in your customer experience.
- Democratize data use and access in your organization
The more you can put up-to-date, relevant data in the hands of staff across your organization, the better. A specialist data team linked to marketing can help disseminate best practice, but direct access to dashboards and configurable search queries will mean a more dynamic customer experience. It is also increasingly important to educate staff on the empathetic use of data, data protection principles and privacy compliance, to avoid data breaches that result from internal actions.
Consider: Empowering your team to make decisions or conduct experiments based on data. Disrupted by the pandemic, Coles shifted their operations from a transactional model to one that focused more on the customer experience end-to-end — equipping staff to deliver on expectation at every touchpoint, based on data and individual preferences.
Avoid: Putting all your effort into personalization without a corresponding investment in privacy.
Considerations of privacy and personalization must be in equilibrium to create consumer trust. As the cookieless era fast approaches, a holistic first-party data and personalization strategy is essential to being able to offer a unique customer experience. Investment in privacy is just as essential, as that creates the customer trust that will help you build the data foundation for that experience.