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Understanding Digital Marketing in a Privacy-Focused World

Created On: July 22, 2020

A few months ago, our CEO, Kathleen Perley, gave a presentation on how to effectively market to people when privacy is of the utmost importance to them. Joined by Amanda Sanders, Division Director of Marketing & Digital Communications for CHI St. Luke’s Health, and Andrea Tappert, Vice President of Marketing for Crossix, the team engaged the crowd and provided insightful information that viewers could take with them. Now, they want to share this information with you. 

 

Frameworks Protect Consumer Privacy 

The Health Insurance Portability and Accountability Act (HIPAA), the Network Advertising Initiative (NAI), and the California Consumer Privacy Act (CCPA) all serve to protect consumers’ privacy and information. These frameworks give consumers the ability to prevent companies from selling their data, require companies to alert consumers to the types of data they collect and what they will do with said data, and prevent companies from gathering certain types of data.

Essentially, this reduces the ability of marketers to buy information from data brokers for targeting purposes. 

 

Plan, Activate, and Measure Marketing Efforts in a Privacy-Safe Way

This leaves marketers with the need to find new and innovative ways to reach their ideal audience effectively. In doing so, they’ll need to find safe ways to target that don’t rely on private information. 

Marketers can segment their audience based on data they are allowed to use, such as demographics, life stage, socioeconomic status, consumer behavior, health behavior, health interests, and more. They can then determine which targeting methods will get their marketing materials in front of the right audience, such as demographic targeting, interest-based targeting, lookalike targeting, retargeting, and more. Using these different segments, marketers can change up the messaging to be more impactful for each audience. 

Finally, marketers need to be ready to monitor the key performance indicators that matter to their campaign, such as the number of new appointments, and alter their tactics if the results aren’t where they should be. With an adequate understanding of the restrictions and opportunities available on the platforms you’re using, there is every opportunity for both meaningful business results and privacy to coexist.

Taking the time to reach the right audience can be extremely profitable for your brand, and now is not the time to scale back. Decode has years of experience reaching audiences in innovative ways to produce the results our clients want. Contact us today if you’d like more information on how we can help your company reach the right audience, particularly if you’re working in a regulated environment.