Privacy and Personalization in Digital Marketing
With the popularity of mobile computing, privacy and personalization has become an important concern for consumers. The use of GPS in cars is becoming more widespread, giving the driver more control over their travel experience. There is also a heightened concern about the privacy of our electronic data. Various privacy and security issues have been brought up by the proliferation of smart phones and other mobile devices. Digital Marketing can help solve these privacy and security problems.
Personalization in Digital Marketing includes the creation of a brand that is distinct from competitors. It is about creating a persona for a business, individual or organization. Consumers are now more selective when it comes to purchasing products and services. This has made it important for businesses to promote their brands in an original and personalized way. The personalization process extends beyond visual representations. It extends to how information is presented, how the consumer may interact with the brand and what they expect to gain from it.
In today’s marketing environment personalization is not only a consumer concern. It is a business concern as well. Proper privacy and personalization process allow a company to promote their brand and get closer to their consumers.
When consumers interact with a business they want to know that their information is secure. They want to feel comfortable sending personal data or information to the business. Mobile privacy and personalization offer businesses a way to protect their brands and keep them from potential legal action. This can be especially important when companies send sensitive data or messages across networks such as Facebook. Even when a message or data is protected by the company’s password consumers still expect that the communication was encrypted and protected.
Creating an authentic and customized experience for consumers is vital for success in digital marketing. An effective privacy and personalization process can provide a way to enhance this experience. For example, an insurance company might use an application on a smartphone to allow the user to upload photos of themselves and their family. This photo album could include images from weddings, anniversaries or other special occasions. The ability to access these photos directly from the smartphone or an app would give the insured access to a visual history of themselves and their loved ones. As the insured individual interacts with the digital marketing content it would display their name, contact information and even special messages.
A similar digital marketing strategy would work well for a fitness company. A group of young men were visiting a gym. One of them wanted to purchase a shirt with their favorite sports team. With the help of their friends they were able to have their shirts personalized with their team’s logo and they later bought the shirt. Using this strategy, the company was able to reach out to the youth and gain new customers.
In this age of social media a company should think about how to maximize their social media profiles to increase privacy and personalization. A simple way to do this is to add privacy and personalization to all incoming messages. By doing this any company can ensure that the right people see the right messages at the right time.
The practice of privacy and personalization in digital marketing is important for any business looking to compete in the highly competitive global marketplace. It is a must for small to medium sized businesses because it allows them to connect with their audience. They are not limited to only reaching the audience they know and interact with physically. The idea of connecting with individuals through digital means is a great way for small businesses to stay on top of their industry. As technology continues to advance the practice of privacy and personalization in digital marketing will become even more important.
