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privacy
5 min read

Understanding Digital Marketing in a Privacy-Focused World

Have you ever scrolled through Instagram or Facebook and saw a sponsored post for a product you and your friends were just talking about? This is thanks to your browser history, personal interests, and ad targeting. Over the past year, 62% of people have taken notice of how their personal data is used

Our CEO, Kathleen Perley, has given presentations on how to effectively market to people when privacy is of the utmost importance to them. She has provided insightful information that viewers could take with them, and now we want to share this information with you. 

Frameworks Protect Consumer Privacy 

The Health Insurance Portability and Accountability Act (HIPAA), the Network Advertising Initiative (NAI), and the California Consumer Privacy Act (CCPA) all serve to protect consumers’ privacy and information. These frameworks give consumers the ability to prevent companies from selling their data, require companies to alert consumers to the types of data they collect and what they will do with said data, and prevent companies from gathering certain types of data. 

Essentially, this reduces the ability of marketers to buy information from data brokers for targeting purposes. 

Activate Marketing Efforts in a Privacy-Safe Way

This leaves marketers with the need to find new and innovative ways to reach their ideal audience effectively. In doing so, they’ll need to find safe ways to target that don’t rely on private information

Marketers can segment their audience based on data they are allowed to use, such as demographics, life stage, socioeconomic status, consumer behavior, health behavior, health interests, and more. They can then determine which targeting methods will get their marketing materials in front of the right audience, such as demographic targeting, interest-based targeting, look-alike targeting, retargeting, and more. Using these different segments, marketers can change up the messaging to be more impactful for each audience. 

However, with the block of third-party cookies by three major web browsers by 2023, ad targeting will become a little more difficult. Cookies allow businesses to identify leads along any stage of the consumer funnel. Come 2023, businesses will have to find new ways to reach potential customers. Different options might include the following:

  • Companies will have to gather first-party data with consumers' consent.
  • Businesses will partner with large publishing companies to collect first-party data. 
  • Companies will use contextualized advertising instead of targeted ads.

Hit the Right Campaign Metrics

Finally, marketers need to be ready to monitor the key performance indicators that matter to their campaigns, such as the number of new appointments and audience reach. It might be necessary to alter campaign tactics if the results aren’t where they should be. With an adequate understanding of the restrictions and opportunities available on the platforms you’re using, there is every opportunity for both meaningful business results and privacy to coexist.

Taking the time to reach the right audience can be extremely profitable for your brand, and now is not the time to scale back. DECODE has years of experience reaching audiences in innovative ways to produce the results our clients want. Contact us today if you’d like more information on how we can help your company reach the right audience, particularly if you’re working in a regulated environment.

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