Some of the best marketing instruments available today rely on understanding customers (and potential customers) to align marketing efforts with their specific needs and interests. Everything is data-driven, and that means collecting sufficient and relevant data to better understand the audience in the first place.

Naturally, the process of collecting data raises a lot of concerns, in particular, concerns regarding customer privacy. It is partly the reason why web security tools such as Web Cookies Scanner exist. Managing customer privacy and ensuring the safety of customer information is important and these are the steps you can take to get started.

Devise a Clear Privacy Policy

One of the first things you have to do in order to create a safe environment for data-driven marketing is devising a clear and easy to understand privacy policy. According to the experts at UAB Collat School of Business and their executive online bachelors in information systems program, a privacy policy that is simple, concise, and easy to understand works better.

Gone are the days of reading long and complicated privacy policy page. Today, the sooner you can get customers agreeing to the information security measures you have put in place, the better your credibility will be in the eyes of the customers.

Laying out a clear privacy policy also helps with setting up the right environment internally. Every member of the marketing team – and the company as a whole – can then refer to the policy when it comes to maintaining maximum privacy and information security.

Encrypt!

One of the most basic security measures to put in place when gathering information on the World Wide Web is encryption. Programs such as Let’s Encrypt allows even personal blogs to have a valid SSL certificate and proper encryption of data transfers. Verified certificates work even better.

You’re not just protecting the data transmitted from and to the server either. A verified SSL certificate is a sign of high credibility. Certain types of SSL certificates will even list details about your company as a legal entity, inducing more trust and helping customers make that leap from accessing the site to actually buying products or entering their personal information.

As a matter of fact, those who are studying bachelor science in information systems are now studying encryption and its implementation as an essential information management skill to have. Even Google and other search engines now favor secured sites.

Moderation

A lot of businesses make the mistake of taking every bit of information and using it for marketing purposes in a blatant way. While this may be a good idea to raise exposure, customers notice. What you want to do is use the information you have on potential customers in a more moderate way.

Instead of going 100% data-driven, add generic content to your marketing effort. The customers will see the marketing campaign as being more natural, which means they are also more likely to become curious and explore the offers you present to them.

At the same time, you are showing a high level of responsibility in managing the customer information. It’s a win-win solution.

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