As privacy has become more of a buzz word among consumers – from viral Facebook posts regarding privacy settings to full-on doomsday preppers – marketers need to be dialed in to make sure their messages resonate, while meeting client’s privacy concerns. In the end, marketers want to be the singing telegram that shows up at the start of the birthday party, not the roofing company who shows up asking for referrals at dinner time the day before the kid’s school vacation week. Here are a few things to consider:
1. Use the data you do have. Having an overall view and customized personas can go a long way to individualizing the message without touching off privacy concerns, so start by leveraging what data you can intelligently.
2. Think informative, incentivizing, interesting not interruptive or invasive. When it comes to messaging your customers with offers, not every contact experience is going to be consumer initiated. Though consumer initiated contact is where things are heading with the likes of push alerts, and subscribing to emails, the fact is, brands and campaigns still see sales from brand-initiated sales. However, when dropping in on your customers, there’s a fine line between a nice surprise and a poorly-timed disruption. Beware of the easy button in automation that doesn’t factor in timing, cadence, and the other dimensions of marketing that help drive engagement in the end.
3. Leverage analytics. When states impose limitations or certain data is off limits altogether, there are creative ways to use analytic skills to drive to the same understanding of consumer behavior without crossing any legal lines or customer privacy agreements, so take advantage of your analytic skills to derive expected behaviors and relevant marketing actions.
In short, the right approach to privacy will not only maximize your return on marketing investment but it will help you stay clear of the privacy landmines that are being enacted more and more.