One in two marketers strongly agrees that data privacy laws make it harder for them to do their jobs. At the same time, 64 percent worry about the privacy of their personal data. We can appreciate enhanced privacy and security protections for our personal data while feeling frustrated in our roles as marketers.
Add third-party cookies going away in the next few years, and consumer data is more complicated than ever. How resilient you are depends on how your organization treats data and your plan for the future.
After conducting the research, three distinct attitudinal segments emerged: independent, data-reliant and concerned respondents.
If you’re like the independent marketers from our research
You’re using very little third-party data and feel confident about the quality of your customer data and how you’re managing it. Often, these phone lists marketers work for small businesses that know their customers well. As new technology like ai and cloud-based computing becomes universal, you can adopt technology strategically while keeping data privacy best practices in mind.
Data-reliant marketers lead with strategy and value data. They also rely on third-party data to craft personalized marketing messages to their customers. Because they use third-party data for marketing initiatives, they’re more worried about the future.
Most marketers we surveyed were in the concerned segment
These marketers worry about their personal data and think using third-party data is risky. They think third-party data used to target advertisements makes them look like spammers. They know third-party data is going away and believe the best CU Lists lists are developed in-house. If this sounds like you, put your data practices in place now, not when cookies go away. Start gathering your data today safely and securely.
As data breaches have become more common and sophisticated in recent years, cybersecurity has become more than just an it issue. One gartner study found that 88 percent of boards view it as a business issue that many stakeholders need to address.Consumers, employees and business owners are paying more attention to data privacy and security. In 2022, 35 states and the district.
And five states — california, colorado, connecticut, virginia, and utah — have enacted comprehensive consumer privacy protections that have transformed the consumer data landscape.
