{"id":2094,"date":"2022-07-06T20:54:00","date_gmt":"2023-09-04T20:54:25","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2094"},"modified":"2023-10-24T18:06:18","modified_gmt":"2023-10-24T18:06:18","slug":"manage-data-privacy-challenges-marketers","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/manage-data-privacy-challenges-marketers\/","title":{"rendered":"Managing Data Privacy Challenges for Marketers, As per 2,500 of Them"},"content":{"rendered":"\n

Europe\u2019s landmark GDPR law placed stringent restrictions on how companies used data, prompting big changes in how marketers source and manage data. California quickly followed suit. And, in May 2022, the UAE Data Privacy Law set out stringent guidelines around active and meaningful consent as a requirement for processing personal data. <\/p>\n\n\n\n

These new data privacy laws are having a profound effect on marketing data use, personalisation and measurement. And that\u2019s a big challenge for marketers, who rely on data to fuel the highly relevant experiences customers expect, like personalised content offers and seamless digital experiences. <\/p>\n\n\n\n

But it\u2019s not just the customer-facing aspect affecting marketers either. Internally, these data regulations may impact how marketing teams optimise campaigns, generate and score leads, and segment and target markets \u2013 as well as how they prove their campaigns deliver pipeline.<\/p>\n\n\n\n

According to our latest Marketing Intelligence Report<\/a> \u2013 surveying 2,500 marketers \u2013 55% have adjusted their personalisation strategies, and a whopping 90% agree that data privacy changes have fundamentally changed how they measure performance. <\/b><\/p>\n\n\n\n

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Marketing Intelligence Report<\/span><\/h2>\n\t\t\t\t\t\t\t

Find out how 2,500 of your peers are responding to new privacy regulations in our latest Marketing Intelligence Report.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tDownload Now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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Data privacy makes personalisation more complicated<\/b><\/h2>\n\n\n\n

The new UAE law will be particularly challenging for marketers in a region where customers have sky-high expectations and expect luxury experiences, even online. <\/p>\n\n\n\n

Marketers already impacted by similar laws in Europe are pivoting to a consumer-first, consent-based approach to collecting data. They\u2019re focusing more on earning and maintaining trust, by putting customer needs first, by being transparent about how they use data, and by being clear about how this benefits customers. <\/p>\n\n\n\n

Supporting this is Muge Fazlioglu, Ph.D., a research professional for the International Association of Privacy Professionals. Fazlioglu advises companies to find a way to inform users about how they\u2019ll use their data<\/a>. But on top of this, marketers will need to manage their data systems to make sure they follow the parameters their customers agreed to. <\/p>\n\n\n\n

The impact of data privacy on marketing performance measurement<\/b><\/h2>\n\n\n\n

Marketing-generated pipeline is the second highest metric defining success for businesses in the UAE. Yet 88% of marketers in the region agree that the recent data privacy changes have fundamentally changed how they measure performance. <\/p>\n\n\n\n

And \u2013 you\u2019ve guessed it \u2013 limiting what data marketers collect will make it harder to measure that pipeline. <\/p>\n\n\n\n

So, what are marketers doing to counteract this?<\/b><\/p>\n\n\n\n

Well, the people we polled are realigning marketing performance KPIs and goals, and reallocating budget. <\/p>\n\n\n\n

Let\u2019s dig into this in more detail.<\/p>\n\n\n\n

How marketers are adjusting to data privacy challenges <\/b><\/h2>\n\n\n\n

As ever, marketers aren\u2019t standing still in the face of change. <\/p>\n\n\n\n

And in the UAE, marketers are changing the way they spend to overcome this new challenge. Over half (58%) are increasing investments in marketing analytics and reporting, 60% in their customer data platform, and 50% in real-time interactions and personalisation.<\/p>\n\n\n\n

Some marketers are handling data privacy challenges by moving their budget to contextual advertising<\/a>, in which ad displays are based on relevant content, rather than a user\u2019s profile. <\/p>\n\n\n\n

And, ultimately, many are putting a greater emphasis on creating high-value content as a method for earning trust and consent.<\/p>\n\n\n\n

Top tips:<\/b><\/p>\n\n\n\n