Marketers predict tougher privacy regulations in 2020 [report]
Ahead of International Data Privacy Day, privacy-focused marketing is at the center of the policy chapter of Warc’s 2020 Toolkit, which takes an in-depth look at regulatory factors affecting marketing activity and offers a how-to guide. and evidence-based for marketers. for the coming year.
Image source: Gallo / Getty Images.
Data privacy is both a regulatory trend and a growing consumer demand. As such, it is one of the most important global themes for marketers in 2020.
Lawmakers in many markets around the world are implementing more stringent data protection rights, which will have important implications for marketers. Specifically, in the United States, the California Consumer Privacy Act (CCPA) goes into effect this month.
Like the EU’s General Data Protection Regulation (GDPR), the CCPA limits how businesses can collect, store, use and share customer data and gives consumers more control over their information. personal. As new regulations change the data landscape, there are opportunities for brands to market themselves as “privacy first” to consumers who are wary of how their data is used.
More than half of Marketer’s Toolkit 2020 survey respondents (52%) think they need to strengthen their data policies. Almost a quarter (23%) of respondents in Asia do not have any form of data protection in place, compared to 14% globally.
Dave Grimaldi, Executive Vice President, Public Policy, Interactive Advertising Bureau, warns, “The misuse of consumer data under this new CCPA regime could spell the end of a business. We hope it won’t, but that’s why marketers need to act now. “
In China, meanwhile, the Personal Information Security Specification offers “unbundling” of data protection consents, which will affect the ability to use consumers’ personal data for marketing purposes. Marketers can expect a closer look, especially on data deployed for personalized marketing, such as transaction data, location and device data, and behavioral data.
Consent management and “small data” are top priorities for 2020
Consent, permissions and transparency will be the new normal for marketers in 2020. Warc survey finds 57% of respondents agree or strongly agree that they “review Consent management practices in light of privacy regulations “.
Some invest in consent management platforms (CMPs) that collect and store consent data from customers, allowing marketers to track people’s privacy preferences and permissions.
Marketers also prioritize first-party data, with 58% of respondents agreeing or strongly agreeing that they have a strategy to actively collect first-party data from customers. Not only does first-party data comply with regulations, it also gives brands the ability to identify and engage with opt-in customers who actually want to hear them.
Like the European GDPR before it, the CCPA encourages companies to have a data minimization strategy, meaning that companies should not keep data that they do not need. In this environment, marketers can move from big data to smaller, smarter and more secure data, allowing them to nurture relationships with many niche communities of opt-in consumers.
Jill Baskin, Marketing Director, The Hershey Company, says: “A lot of it for us is whether we agree with the way our partners use data. We just want to get a lot more transparency from our partners … how do they keep [data]? We want to have not only what is legal, but what we ethically believe is right. “
Ivan Pollard, Director of Marketing, General Mills, comments, “We’re going to continue to make sure we’re doing the right thing with the data. I don’t think it’s enough to ‘click here and agree to our terms and conditions. conditions, ‘knowing that 90% of people never read them. We have to be clear about what we are asking and what we are going to do with it. This is number one. “
Big Tech Regulation Welcomed By Marketers As Well As Consumers
Big tech companies are increasingly under scrutiny by consumers and lawmakers. Facebook, in particular, has been embroiled in a series of privacy scandals.
Rob Norman, Senior Advisor at GroupM and Brian Wieser, Global President, Business Intelligence, commented: “The issue of privacy and data mining is one of the most complex of our time. While consumer privacy is not unduly violated, the monetization of data by major platforms has become a social, political and regulatory lightning rod. “
A YouGov study found that just over half of global consumers want to see more regulation of tech and social media companies. This attitude is shared by marketers: 86% of respondents to Warc’s survey believe large tech companies should be subject to more stringent regulation.
Consumers will take more control over their data and digital identities
Several surveys have shown that consumers are much more selective about where and how they share information.
A study by Dentsu Aegis found that 44% of global consumers have taken steps to reduce the amount of data they share online. The Advertising Research Foundation has found that American consumers have become less willing to share various aspects of their personal data.
Recent research from Fudan University and Publicis Media China has shown that Chinese consumers are the most likely to share basic demographic or behavioral information, but they are more concerned with sharing biometric / health or legal data. very sensitive financials. And a recent study from consulting firm Accenture found that consumers are wary of emerging technologies that promise to make their lives easier while collecting more data about them.
Brands recognize this change. 66% of respondents to the Warc Marketer’s Toolkit survey agree or strongly agree that consumers will take more control of their data in 2020.
New technologies have raised new concerns. Connected devices like Google’s Nest Thermostat, Amazon’s Alexa, and Facebook’s Portal TV are capable of collecting rich consumer data and are increasingly common in private spaces such as people’s homes or cars. . Marketers who engage in emerging technologies need to review the way they use consumer data and ensure that they comply with data privacy laws.
Warc’s Marketer’s Toolkit 2020 is based on a survey of nearly 800 client-side and agency-side practitioners around the world, combined with information from a series of interviews with Marketing Directors, supported by evidence from Warc Data, case studies and expert opinions.
The report, available for download here, covers five main drivers of change: society, technology, economy, industry and politics. An in-depth dive into each of the five chapters, including more on Politics: Privacy-Driven Marketing, is available to Warc subscribers.