The collection of personal data is closely related to the digital experience of consumers, and we can hardly imagine that there is no other one. But this situation is changing. Apple recently updated the way the company handles consumer data, giving each user more control over who tracks their data, how it is shared, and where it is used. Similarly, consumer data privacy legislation is changing around the world.
In 2018, European leaders introduced the General Data Protection Regulation (GDPR), which requires greater transparency in the way consumer information is collected, used, and stored. Also in 2018, the California Consumer Privacy Act (CPA) was enacted to give consumers greater control over their data. Since then, U.S. legislators have been committed to strengthening data supervision and greater protection of consumers.
From these initial efforts, the movement towards greater data privacy will only multiply. Earlier this year, Virginia passed a new data protection law and became the second state to do so. Now, according to data from the International Association of Privacy Professionals, 21 other states are actively working to develop their own privacy legislation. Ad-Center Alternative
As data collection is closely related to the consumer experience and the way brands interact with customers, these regulations are ushering in a new era of digital marketing strategies. Greater protection of consumer data will make it difficult for companies to understand the aspirations of their customer base, at least compared with third-party data collection practices that are so common today. As these strategies are banned or at least hindered, digital marketers will need new ways to find customers.
Why Apple’s IDFA update is great for external advertising
But as privacy issues increase and pose significant challenges for marketers in 2021, the industry has some positive factors.
We are refocusing on consumers
Because of these rapidly changing regulations, marketers can no longer trust the data they buy from third-party sources. Instead, companies must take a more proactive approach and gain a deeper understanding of their customers. This strategy is essential for marketing efforts to remain relevant and effective in today’s constantly changing digital environment.