In today’s Tech News Tuesday episode, we’re talking about the changing landscape of data privacy and its impact on marketing. You see, there’s a shift happening, and it’s forcing us to return to marketing fundamentals.
For years, the industry has thrived on a surplus of data, using it to fuel hyper-targeted advertising and personalized campaigns. But now, users are more aware than ever of how their data is being used online, and they’re seeking ways to protect their privacy.
We’re moving away from hyper-targeting and toward a more authentic, holistic approach.
Consumers are demanding greater control over their data, and changes from the European regulatory bodies like GDPR, Apple’s privacy changes in iOS, and the demise of website cookies scheduled for later this year are requiring changes in the way we approach marketing.
Create Trust, Transparency, and Authenticity
So, why is this change significant for small business owners? Well, it’s all about trust, transparency, and authenticity. Consumers want to feel like they’re in control of their data, and they’re more likely to trust brands that respect their privacy.
Get Back to Basics Like List Building
So, how can small business owners adapt to this shift? Well, one thing is that first party data is more important than ever. We always talk about the importance of owned traffic – or being able to reach your audience directly, using email marketing for example. This year is a good time to get back to basics like list building.
Understand Your Audiences’ Journey
You’ll also want to really understand your audience beyond just digital data points. Analyze the user journey of your existing customers to uncover insights and their pain points. Don’t be afraid to test like crazy to see what resonates with your audience.
Understand your audience beyond digital data points.
By striking the right balance between traditional and modern marketing tactics, small business owners can navigate this shift and continue to connect with their audiences. Think of your marketing as building relationships first, not selling. Create know, like and trust with your audience so they’ll want to buy from you.
Links in this episode: Shifts in data privacy are forcing a return to marketing fundamentals
Have You Mastered The Digital Marketing Basics?
