We all know about all the buzz words doing the rounds on ADA Compliance for websites but what about other major issues such as Privacy. We have seen many court cases in the last few years where the end user is now longer protected and with all the new laws, how will it affect your online-business?
Why is Digital Advertising Becoming More Susceptible to Scrutiny?
“Privacy is not a simple issue, it’s an issue of balance, and the more information you share with others the less privacy you have.” This was a comment that Google CEO Eric Schmidt made during last year’s Cannes Lions International Advertising Festival. He believes that people intuitively understand this concept and are willing to let their data be used for other purposes (e.g., advertising). But how much is too much of this?
To understand what Schmidt means by “balance”, we must first understand the concept of “data sovereignty”. Data sovereignty is the question of where one person gets access to another\’s data. When one party grants access to another party\’s data, there must be a mechanism that maintains some level of control over the data flow, while allowing for its use (through lawful means) in accordance with contractual obligations between the parties.
Data sovereignty can be thought of as making sure that users can do whatever they please without fear of being sued into oblivion. But when there are legal threats against these users or third parties (e.g., because disclosure requirements are difficult to comply with or because users are using their data for purposes other than what they agreed upon), national security concerns will arise.
This is why it can take years for a U.S.-based company like Google or Facebook to learn about sensitive user information from foreign governments; this is also why it takes considerable time for European countries like Germany and France to learn about their citizens\’ activities from tech companies located in other nations (e.g., Apple).
But what happens when there isn\’t even any need to reveal your activity? What if you could be completely anonymous on social media platforms? In fact, this is already possible — at least in theory — but the big players have no intention of implementing this feature because it would mean giving up control over content posted.
How Will Privacy Regulations Change the Landscape of Digital Marketing?
In the US, we’ve seen a spate of recent federal and state privacy legislation that will fundamentally change how digital marketers can target users with their advertisements. Much of this legislation is aimed at regulating data collection practices — when there are changes to how data is collected or used, advertisers need to adapt their campaign approaches to ensure they continue serving consumers even under stricter regulations.
This means that digital advertising platforms like Facebook and Google may need to rethink how they do business under new federal laws aimed at protecting users’ privacy rights. There may also be an increase in enforcement actions that affect advertisers like Facebook and Google by bringing more government agencies on board with these regulations.
How Can Marketers Prepare for the Future?
The European Union imposed a warning label on all smartphone ads that said \”Data Retention\” on them. That label has been in effect for several years, but now it’s the new norm.
There are a few reasons why this is so:
1) It’s become very easy to collect and analyze data. It doesn’t take much effort to install a tracking pixel in a website, or to run one of these ads:
2) Tracking pixels is now standard practice on many websites. In fact, there is now an opt-in option where you can turn them off:
3) Many ad networks have started collecting data from users on their mobile phones and storing it in the cloud. This data is being sold by advertisers to third parties. The value of this information is immense — not only can this data be used for targeting advertising and tracking users around the globe, it can also be used by anyone who wants to look at it — legal or illegal — without their knowledge or consent.
The result? The more data that companies collect about us and our behavior online, the less trust we have in them as brands and advertisers. Even when they are transparent about what they do with our data — like Facebook — some of us still feel suspicious because we don’t know how much information is actually being shared or sold… We also don’t trust companies who continue to insist that their cookies aren’t tracking us at all… During an intense five-month study last year conducted by researchers at University College London and University College Dublin, researchers found that over half of consumers were concerned that their device was being tracked while browsing internet content (even if they didn\’t know). Only 17 percent expressed faith in the privacy claims made by major tech companies like Google, Apple and Facebook in response to concerns over possible tracking practices while browsing the web.
What Alternatives Can Marketers Use Instead of Paid Advertising?
We all know that we will never be able to remove paid advertising completely but we do need to start focusing on building new digital networks for communicating with consumers and creating a new type of marketing channel that allows you to target specific segments of consumers who are more likely to behave in certain ways on a specific platform.
The current strategies we have in place are:
● Data-based targeting: Targeting based on consumer behavior is not a new thing (think target audience or retargeting). However, it has changed over time as the amount of data collected by companies has increased exponentially. So far, this data has mostly been used to market products and services directly to consumers as opposed to being used as part of an overall marketing strategy. It also means that this data collection must be approved before it can be used for any type of political or commercial purposes.
● Direct selling: The direct selling model involves selling products directly to potential customers without having to market them through traditional media channels. This involves using a different method than direct marketing, which focuses on reaching potential customers through advertising campaigns and sales promotions rather than directly contacting them. This model benefits from its ease of implementation, but also requires a different approach when creating a customer profile because it makes use of marketing tools like behavioral analysis which require more personal information about consumers—reducing the chance that companies will accidentally use personal information inappropriately against their own interests when creating customer profiles.
● Direct interaction: The direct interaction model refers to direct communication between brands and users rather than an ad campaign or sale promotion that requires an online purchase or other action on the part of consumers.
In this case, brands can reach out directly via email and phone while making use of social media tools like Facebook Messenger and Twitter Direct Messages — these tools make it easy for brands to keep in touch with current customers without ads or other promotional campaigns being displayed on social media sites like Twitter or Facebook at all times — thus reducing their risk that messages are not seen by recipients due to spam practices like non-delivery notifications (NDNs) . These messages can be sent just about anywhere — mobile devices via text messages or email newsletters.
In the coming years, digital advertising will face stricter restrictions on privacy and transparency. New regulations are already in place to both protect users’ privacy as well as make it easier for advertisers to track them.
Now with that being said, looking at it from the Digital Marketer’s perspective, it is now more important than ever to collect your prospective leads\’ email addresses via an optin form and build a relationship with them and not solely depend on paid advertising. This can be achieved with various tools we already have in Builderall.
For example: Creating a viral funnel (where you launch a competition). This funnel can be shared to your existing email list, prompting them to optin to the funnel and start sharing the link with friends and family via their email services, their own Social Media platforms and so forth. All it takes is a little bit of creative thinking, and taking action to test it out. Soon, you will no longer need to only focus on paid advertising, but creating your own distributing network by using tools like auction funnels, viral funnels and even the WhatsApp launch tool.