Data Privacy for Marketers

Data privacy has become a major concern for companies, especially now that they have access to huge amounts of customer data. Unfortunately, recent data scandals have trained an uncomfortable spotlight on how companies manage their data and respect customers privacy. When companies fail to adequately protect the integrity and privacy of their customer data, it can lead to serious reputational damage, as well as legal and financial sanctions.

Understandably, many companies have been concerned about their GDPR obligations in recent years. However, even if your company operates in markets where GDPR doesn’t apply, you still need to be aware of your obligations to protect customer data. Mining customer data offers great opportunities for marketers to develop highly personalized digital marketing campaigns, but marketers still need to apply best practices for data protection.

Below, we will cover the key principles of data privacy – wherever you are operating in the world, and outline 10 guidelines for marketers to keep in mind. These are based on our recent webinar on GDPR Essentials.
GDPR and data privacy

European governments were coming under pressure to address data protection vulnerabilities and in 2016 launched the General Data Protection Regulation (GDPR), replacing the previous Data Protection Directive.

This GDPR has important implications for digital marketers, because it outlines how to collect, store, and use any user or customer data that they collect.

Pro tip: Use this handy checklist to help you develop a marketing strategy that’s GDPR-compliant.

Note: GDPR applies to companies operating in the EU. Other jurisdictions have different data protection guidelines, so be sure you understand your obligations if marketing in those areas. For example, if your company retains data on residents of California, you must comply with the California Consumer Privacy Act (CCPA), which came into effect on January 1, 2020.
Principles of data protection & privacy

Regardless of where your company markets to and which regulations you must comply with, it’s best practice to always apply these six general data protection principles.

Lawful, fair, and transparent processing
Purpose limitation
Data minimization
Data accuracy
Data retention
Data security, integrity, and confidentiality

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