The Role of Privacy in Marketing: A #CMWorld Twitter Chat with Ruth Carter

During a recent CMI webinar, Lynne Capozzi shared insights from an Acquia survey. The brand found trust and data sharing is a problem, but customers are willing to exchange data for good experiences. Marketers, our work is not done.

• 55% of respondents either don’t know or aren’t sure how brands are using their data.
• 65% of respondents either don’t know or aren’t sure even which brands are using their data.

How content marketers can keep up with changing regulations and remain compliant were the some of the topics covered on a #CMWorld Twitter chat. Special guest Ruth Carter addressed the growing emphasis of privacy in marketing. Read on for highlights, and be sure to visit our Twitter Moment for more tweets from the chat.

Is it possible to be a responsible content marketer and still use data to inform the ways we interact with our customers? What are some ethical considerations?

A1 1of2 Absolutely! Be transparent about what data you collect and what you do with it. #CMWorld

— Ruth B. Carter | Lawyer, Speaker, Author, Geek (@rbcarter) October 15, 2019

#CMWorld A1. Yes, it’s possible, but it doesn’t happen without planning. Any strategy for data collection has to comply with existing law (and should be reviewed periodically-laws change).Clients need to be told clearly what data is collected. And be sensitive to your audience.

— Dana Lemaster (@DanaLemaster) October 15, 2019

A1: Yes! If you’re using information to truly help your audience (ahem, #contentmarketing) you shouldn’t have any issues. #CMWorld

— Mike Myers ? (@mikemyers614) October 15, 2019

A1. You should use data today if you want to help customers.

Without using data you’re just creating stuff and don’t know if it’s useful except for random “thanks” emails or comments.

If you’re worried about privacy, rely on aggregated data like Google Analytics. #CMWorld

— Tod Cordill (@todcordill) October 15, 2019

Brands are making strides in compliance, but there are still risks. What are some potential missteps marketers must be careful of when it comes to consumer data?

A2: With Data, it is complying with all laws (GDPR, CCPA, TCPA etc) and making sure you are safe-guarding your data. #CMWorld

— Bernie Fussenegger #Digital360Chat (@B2the7) October 15, 2019

A2: I think it’s all about being transparent as possible. Everyone wants a personalised service which means data exchange. Transparency is key #CMWorld https://t.co/teflJFCjZH

— Research Geek ? (@Jake_pryszlak) October 15, 2019

A2: It’s also important to make sure your team is aware of compliance rules and how to appropriately handle data. #CMWorld

— Express Writers | Your Content Writing Team (@ExpWriters) October 15, 2019

A2: Blurring the lines of opt-in and engagement…they’re not interchangeable. #CMWorld https://t.co/tlNu5h3gk4

— Jeremy Bednarski (@JeremyBednarski) October 15, 2019

How can a privacy policy help? Is it better to have a global policy or separate procedures that address each law?

A3 2of5 The privacy policy on your website should reflect the company’s internal polices and procedures and the applicable laws. #CMWorld

— Ruth B. Carter | Lawyer, Speaker, Author, Geek (@rbcarter) October 15, 2019

A3 3of5 You can have sections of your privacy policy that only apply to certain users based on where they live. That’s a business decision as much as a legal one. #CMWorld

— Ruth B. Carter | Lawyer, Speaker, Author, Geek (@rbcarter) October 15, 2019

A4: Inform them prior to every campaign that you run or when they land on your website by making them tick a box, specifying the privacy policy clearly on the website, informing them if any changes are made.#CMWorld

— VishnuPriya Mishra ?⭐️? (@vpmishra01) October 15, 2019

A4: Facebook makes a lot of mistakes, but this is one area that’s clear. When you use Facebook to sign up for something, it says in a checkbox format what you’ll be giving the app in question access to w/ the option to edit. It’s not perfect but it is a good strategy. #CMWorld pic.twitter.com/ZPhuPdbeNi

— Rachel Wendte (@rkwendte) October 15, 2019

Navigating the privacy law waters is complicated. Need a bit more guidance? Ruth is here to help.

• VIDEO: Ruth’s presentation, Integrity in a World of Advanced Technology
• Ruth’s YouTube channel
• Their GDPR and CCPA cheat sheets

Thanks to our community for contributing to a great discussion!

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