Privacy by Design for Digital Marketing | Info-Tech Research Group

Organizations are facing increasing stringent and ever-changing legal obligations to protect customer rights with respect to marketing activities.

Data subjects’ privacy online is more important than ever; marketers have a responsibility to uphold their rights to it.

While there are great rewards to being privacy-first, the consequences of getting it wrong are correspondingly troubling. Brands who don’t give privacy the attention it deserves risk losing the trust and respect of their customers.

Our Advice

Critical Insight

Design your digital marketing operations to be privacy-centric. In the consumer world, transparency, trust, and control of personal data is key to expand your customer base. Embed privacy by design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.

Impact and Result

Embed privacy by design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.
Operationalize data protection practices for marketing processes such as being transparent, providing meaningful choice and consent, purpose limitation, data minimization, etc.

Privacy by Design for Digital Marketing Research & Tools

1. Privacy by Design for Digital Marketing – A brief deck that helps organizations to embed privacy by design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.

This project will help you embed privacy by design principles into the digital marketing lifecycle and processes, operationalize data protection practices for marketing processes, and implement privacy controls that strike the best balance between meeting regulatory obligations and minimizing operational disruption.

2. Privacy Readiness Assessment Tool– A tool to assess your digital marketing privacy readiness and identify gaps and mitigating controls.

This tool uses a structured method with actionable checkpoints to assess your digital marketing privacy program’s readiness level.

Privacy by Design for Digital Marketing

Mitigating data protection risks while enabling your business growth

Executive summary

Your Challenge	Common Obstacles	Info-Tech’s Approach
Organizations are facing increasingly stringent and ever-changing legal obligations regarding the protection of customer rights with respect to marketing activities. Data subjects’ privacy online is more important than ever, and marketers have a responsibility to respect this. While there are great rewards to being privacy-first, the consequences of getting it wrong are correspondingly troubling. Brands who don’t give privacy the attention it deserves risk losing the trust and respect of their customers.	Marketers have substantial ROI business pressure to collect as much information as they can; they are also under legal obligations to justify that data usage in delivering value to the customer. Ethical marketing involves not losing or selling customer data, only collecting the necessary information for a given purpose, and giving people control over their data sharing Marketers need to intelligently respond to the various contexts or moments in the customer journey.	Embed privacy-by-design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks. Operationalize data protection practices for marketing processes such as being transparent, providing meaningful choice and consent, purpose limitation, minimizing data, etc. Design and implement privacy controls that strike the best balance between meeting regulatory obligations and minimizing operational disruption.

Info-Tech Insight

Design your digital marketing operations to be privacy-centric. In the consumer world, transparency, trust, and control of personal data is key to expand your customer base. Embed privacy-by-design principles into the digital marketing lifecycle and processes to enable business growth while managing data protection risks.

Executive Summary

Customers’ feeling of control over data is key for the success of marketing operations.

The emerging regulatory landscapes and changing tech platform policies have significant impact.

Embed privacy-by-design principles into the digital marketing lifecycle to enable business growth while managing data protection risks.

Customers’ data privacy concern

The “Ipsos Global Trends ” online survey shows that 73% of internet users aged 16-74 globally are concerned [1] about how the information collected about them when they go online is used. When customers feel in control over use of their personal data online, they consider the advertising 2 times more relevant, and they take 3 times more positive reactions.

Emerging data protection landscapes

Organizations are facing increasing stringent and ever-changing legal obligations with respect to marketing activities, such as US CAN-SPAM, Canada CASL, EU GDPR, ePrivacy, CCPA/CPRA, Colorado CPA, etc.

More than 130 + countries have put in place legislation to secure the protection of data and privacy.

Privacy-by-design principles

The future of marketing is shifting to the collection of first-party data that a company owns and controls.

As more marketing channels and services emerge, marketers need to intelligently respond to the various contexts by embedding privacy-by-design principles into marketing processes to enable business growth while managing data protection risks.

[1] Google, Ipsos. Privacy by design: exceeding customer expectations. 2020.

[2]Rafael Garcia. How Apple’s Privacy Move Could Affect Your Wallet. 2022.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Table of Contents

Talk to an Analyst

Our analyst calls are focused on helping our members use the research we produce, and our experts will guide you to successful project completion.

Book an Analyst Call on This Topic

You can start as early as tomorrow morning. Our analysts will explain the process during your first call.

Get Advice From a Subject Matter Expert

Each call will focus on explaining the material and helping you to plan your project, interpret and analyze the results of each project step, and set the direction for your next project step.

Author

Alan Tang

Contributors

Garry, Julianne - Chief Marketing Officer, Info-Tech Research Group

Jean Louis, Fritz. Y - CISO, The Globe and Mail

Kahalon, Noa - Knowledge & Marketing Manager, PrivacyTeam

Kosmala, Peter - Founder and Principal, PRIVĀT, LLC

Lackey, Derek A. - CIPM, Chairman, Response Marketing Association & Managing Director, Newport Thomson

Dawn Hoffman, MBA, Marketing & Business Consultant / Marketing Management, Digital Dawn Hoffman

4 anonymous contributors

Search Code: 100043
Last Revised: November 2, 2022

TAGS:

Data privacy and advertising, digital marketing privacy, online advertising, marketing privacy, Privacy by design, privacy by design principles, consumers privacy, advertising and privacy

Visit our Exponential IT Research Center
Over 100 analysts waiting to take your call right now: 1-519-432-3550 x2019