The subjects of data privacy and corporate responsibility have long been on the minds of many modern consumers.
This is completely understandable when considering the vast amounts of sensitive data that traverse the digital highway at any given moment in time. So, in many ways, businesses everywhere must reassure their customers that their details are safe, secure, and being handled with care.
Responsible marketing is one aspect of business in which the prospect of digital privacy features heavily, particularly in a world of data analysis and customer profiling.
If you felt like you could be doing more to practice responsible marketing, here are some tips you might want to consider.
Learn the Laws
Ensure you are not inadvertently doing anything illegal, getting to know the laws surrounding data protection, the marketing basics, and communications regulations.
In the United States, these rules and regulations may change in accordance with your specific location, so it is worth checking out what your individual state laws have to say about it.
Depending on which type of marketing you intend to utilize, different regulatory bodies could comply. For example, if you were implementing an automated SMS marketing service, it is well worth taking a look at the TCPA text message rules to make sure you are following the guidelines.
Making a Commitment to Privacy
Some customers may not even want to give a second thought to a company with a data privacy policy. However, trust is an important part of business, so making a commitment to customer data privacy is a must if you aim to build a brand image of reliability and responsibility.
Offering the customer, a transparent breakdown of what you plan to do with their data while offering them the opportunity to back out and withhold their information if they wish is crucial. For example, you might use an AI to collect, interpret and compile data about your customers, which can be a serious privacy issue for some. In this regard, explaining to your customer which tools and methods you use can help them better understand your targets and values as a company.
Failing to do so can result in your brand garnering some negative attention, particularly when many companies are putting measures in place to market themselves as a socially responsible, consumer-oriented business.
Offer Direction and Incentives
If you do, in fact, plan to use your customer data for genuine, ethical purposes that benefit the development of your product and therefore the consumer, sharing this with your customer is not only a great way to build trust, but it helps to engage them with your brand, and allow them to feel like part of the journey.
For example, offering vouchers in exchange for surveys, offering them VIP status for filling out feedback forms, or even just calling them up can be a wonderful alternative to sneakier methods of obtaining data.
It is important to remember that in a fast-paced, data-driven world of faceless facts and digital pitfalls, putting the customer’s interests first can help your brand flourish.