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Privacy by Design for Digital Marketing

Mitigating data protection risks while enabling your business growth.

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.

Privacy by Design for Digital Marketing Storyboard

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 Readiness Assessment Tool

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.

  1. Customers’ data privacy concern

    2. 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.

  2. Emerging data protection landscapes

    3. 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.

  3. Privacy-by-design principles

    4. 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

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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.

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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

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