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Google’s Privacy Playbook: Preparing for the Future of Digital Marketing

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10th December 2020 in

Rising privacy concerns have influenced key players in data technology and government regulations to design a more secure digital experience for users. The recent pandemic prompted a rapid change to virtual life, increasing consumer concern on the use of personal information via website data collection.

The conversation regarding the distrust of third-party cookies has been a main topic for the past several years. Recent improvements have sought to alleviate this through regulatory updates to privacy laws implemented by Governments, major technology platforms and web browsers.

Designing marketing strategies in this new climate can be challenging, however this shift provides the potential for forward-thinking and privacy-considered marketing plans. Google’s Privacy Playbook explores the key strategies marketers can employ to evolve their digital marketing practices in today’s privacy environment.

  1. Using analytics to strengthen direct relationships with your customers

In the journey to a more transparent future, marketers must move away from utilising third-party data and employ more direct tactics. Advancements in data analytics platforms facilitate this by providing an enhanced understanding of key consumer behaviours and expectations without the need for intrusive off-site data collection.

Investing in first-party data collection enabled by Google’s analytics platform provides added targeting capabilities across the Google advertising product range. Sophisticated Customer Relationship Management (CRM) software offers a complete picture of your brand by combining the knowledge gained from online user behaviours with existing customer database information.

  1. Secure cloud-based storage and analytics

Transitioning to cloud-based storage provides brands with the ability to manage personal information in a secure and flexible environment. Cloud-based technology offers enhanced security and aptitude to store large sets of private data with the added benefit of potential integrations with analytical and marketing tools. Consolidating your data in this manner also allows for data scientists or analysts to help identify trends for future modelling or design customised AI technologies.

  1. Personalised communication via contextualised advertising

A more secure environment may present difficulties in delivering the personalised messaging users have come to expect. Google has designed several solutions for this issue through its unique design of audiences and contextual advertising. Utilising first-party data provides the ability to target consumers who have or would be interested in engaging with your brand.

  1. User-centric partnerships

Before engaging with a new media or content partner, it is integral that you consider their position on user privacy. By electing to work with partners that equally prioritise consumer privacy, there is a reduced risk of damaging the respect and relationship already fostered. Building key partnerships with likeminded and connected businesses eliminates the risk to customer safety and confidentiality.

  1. Preparing for the future of digital marketing

The digital marketing environment continues to evolve and adapt to address consumer privacy concerns. With this in mind, brands can remain ahead of the curve by acquiring specialised resources and actively participating in industry conversation to keep up-to-date with consumer expectation and trends.

Read more about the current privacy trends and marketing strategies in Google’s 2020 Privacy Playbook.

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