3 Tips to Futureproof Your Marketing Strategy against Data Privacy

Google sent shockwaves through the marketing community when it announced that it would phase out third-party cookies in Chrome by 2023. Referred to as “Cookiepocalypse” by many advertisers, it is the latest in a series of moves by major corporations to put an end to third-party data.

While it significantly impacts the industry, the end of third-party data doesn’t have to mean the end of your marketing strategies. If you make moves now, you will be prepared for any cookie and data changes in the years to come.

Here are effective ways to futureproof your marketing strategy today to prepare for the data privacy of the future.

Understand Present and Future Data Privacy Regulation

Although Google’s announcement will change marketing as we know it, it is far from the first change to data privacy. GDPR was the first sweeping data privacy law, followed by CCPA. Numerous companies, such as Apple and Mozilla, have restricted third-party data. Most marketers are aware that these restrictions and regulations in place to ensure they are compliant.

However, there are places where privacy laws are shifting and could result in even more stringent regulations soon. For example, California is expanding its privacy legislation to protect even more consumer data. You can prepare for these changes by creating a strategic data privacy framework to ensure you stay ahead of future changes at the state and federal levels.

Aim to be proactive about any changes instead of only responding once they are enacted. A reactive approach will only lead to start and stop campaigns that won’t perform as well.

Obtain Consent on Each Marketing Channel

There is incredible value in receiving consent from doctors before you attempt to market to them. Your privacy policy should outline specifically each channel you use to communicate with your audience.

When you look at your privacy policy and practices, do you obtain consent for each channel you use? You owe it to your healthcare audience to be specific and explicit about the channels you track and get their consent across each one.

If you are not very clear in your privacy policy and the consent you obtain, you risk a physician complaint and even possible legal action. You may have to defend vague and unclear privacy policies in court, which could be costly.

Don’t Forget First-Party Cookies and Other Platforms

Google’s announcement is not the end of all cookies. First-party cookies, which collect user behavior only on your channels, continue to be an effective way to gain insights into your audience. Focus on your first-party data management to enhance ad relevance and fuel personalization.

Second-party data is also a critical tool for marketers. This form of data comes from trusted partners that have consumer consent. If you want to use second-party data, ensure that you have a data-clean room.  It is like an escrow account, where the information is stored in a neutral third-party cloud.

Customer data platforms (CDPs) are effective because they combine first-, second-, and specific third-party data sources, such as CRMs and certain apps. Integrating these data sources together will help you create real-time profiles of visitors to your channels, such as your website.

Protect Your Data from the Future

Data is changing. Marketers must keep up if they want to continue to have effective—and legal—campaigns to reach HCPs. It requires effective consent forms, other forms of data and consistent, proactive updates to reflect current policies and regulations.

Marketers who adjust to the changes will find that they can continue to reach their target audience while maintaining provider trust.

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Article Written by Alex Brown