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The Impact Of Privacy On Digital Marketing

From newspapers to billboards to radios to TVs, marketing has been an essential part of business since the beginning. As our world expands into the vast digital space, it has become common for websites and companies to track your online presence. In some cases, companies are able to see what websites you’ve visited and what products you’re interested in. This is great for marketers so they may serve targeted ads to you that you are likely to interact with, but it brings up the concern of privacy. According to the Pew Research Center, there’s a growing concern among consumers about how businesses collect, share and use personal information. Our team at LTD Connect is here to put your mind at ease and highlight the impact of privacy on digital marketing. 

 

The “New Normal” For Online Privacy

The start of the pandemic and lockdowns forced consumers to take their shopping virtual. In fact, according to the U.S. Department of Commerce, online sales grew more than 30% from 2019 to 2020. As more and more people logged online, marketers were receiving incredible amounts of data to target consumers for future campaigns. Also during this time, countless major data breaches lead to the creation of the EU’s General Data Protection Regulation and other laws to protect consumer data. Data enables companies to advertise more effectively. The best way to make sure your ads are targeting the right people at the right time is by utilizing customer data. Major companies like Google and Apple announced steps they are taking to address privacy and security concerns. Google is planning on phasing out third-party cookies later this year, and Apple is working on updating the privacy of its operating system. 

 

How Do You Market In A World Focused On Privacy? 

Just like the world of technology is constantly evolving and changing, so is the way marketers can track and target consumers. Without proper consumer information, it becomes much more difficult to serve efficient and effective marketing. Digital marketers will need to focus less on targeting individual consumers, and instead work on building the brand of the company. At LTD Connect, our marketers are constantly learning about and coming up with new ways to grow with our clients. We will help your business with identifying its brand identity and creating impactful campaigns that are results-driven. 

 

How Can LTD Connect Help You? 

As we shift to a more privacy-centered digital world, we understand that cookies and other online identifiers will continue to decrease over time. This highlights the importance of collecting and utilizing first-party data. Our team of experienced marketers is embracing this “cookieless” world and finding new ways to collect data and gain insights about your customers. We’ll work to build trust between your business and customers so that they are more likely to share their personal information for future retargeting. Contact us today to learn more about the services we offer and how we can help grow your business.

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