As per the report from DataReportal published in July 2022, today, we have 5.03 billion internet users, 5.34 billion unique mobile phone users, and 4.70 billion active social media users worldwide. [source] The internet has completely transformed the way we live and work, and that also includes the way we shop.
Customers now shop using multiple channels, from mobile devices and social media to email and websites. This is why cross channel marketing is a must for businesses today. As a result, businesses must collect more data than ever. While this data is essential for companies to succeed, it’s also vital to ensure that poor data security doesn’t ruin the same.
Here is why data security is essential in cross channel marketing campaigns. Keep reading!
Why Is Data Security So Important In Cross Channel Marketing?
A cross channel marketing campaign is strong at increasing revenue but is the weakest link in data. However, with so many third-party integrations, it isn’t easy to keep track of data security and privacy. If just one platform or tool fails, it can derail the entire campaign and cost the company a lot of money.
For example, let’s take the simple scenario of sending personalized emails. Unless the email marketing platform is integrated directly with CRM or a customer database, transferring users’ information between the two services should be done manually. However, doing so raises two primary issues with this process.
- Customer data is traditionally transferred using a CSV file, which holds customers’ personal information as an insecure document.
- Manually exporting and importing a CSV file from CRM into an email platform can cause potential human error.
Moreover, when you use a third-party service to store your customers’ data, you lose control over how that data is managed. This can create security and privacy risks, as the third-party service may not have the same security standards as you do. And if the service suffers a data breach, customers lose trust, and the damages caused are far from repairable.
Additionally, data breaches are becoming more common. According to a report, there were over 125 million cases of data breaches in the final quarter of [source]. Due to these recent data breaches, customers are becoming more concerned about online privacy. This is why it is essential to have a comprehensive plan for data security and privacy in cross channel marketing campaigns.
Now, let’s look at how to adapt data security in cross channel marketing campaigns.
How To Adapt Data Security In Cross Channel Marketing Campaigns?
Due to high-profile data breaches, customers are more concerned about their online privacy than ever. To win back customers, businesses must take data security and privacy seriously in their cross channel marketing campaigns to build trust and confidence in the company and improve customer loyalty.
There are several steps that businesses can take to ensure data security and privacy in their cross channel marketing campaigns.
– Privacy by default
In an age where data is constantly being collected, sorted, and analyzed, it’s more important than ever for businesses to take a proactive approach to privacy. By building privacy into the data development life cycle from the earliest planning stages, companies can ensure that their customers’ data is always protected.
And by appointing a privacy professional to act as a liaison between marketing, finance, compliance, and technology, businesses can ensure that their data is safe.
– Data minimization
Collecting only the necessary information and reducing the number of places it’s stored can help reduce the risk of a breach. And when data is no longer needed, businesses should permanently delete it to reduce the risk.
Moreover, striking a balance between enhancing customer economic incentives and reducing risk is essential for protecting customer data and businesses’ bottom line.
– Additional security
Depending on the industry, security regulations like GDPR, CCPA, PCI, and ISO exist. It is essential to be aware of these guidelines as they dictate how data should be collected, stored, and processed. In addition to these general regulations, there may also be industry-specific guidelines that you need to follow. Failure to comply with these regulations can lead to significant penalties.
– Periodic inspection
A privacy professional should have a 360-degree view, from understanding the technology to administering the needed controls across all marketing channels. In addition, checking in every four to six months helps to ensure that there are no changes in security and regulations added to the organization. This further prevents the organization from falling out of compliance at any point.
– Establish a policy for customer data management
Data security doesn’t just happen; it takes a team effort to ensure security measures are up-to-date and effective. That’s why training employees in proper customer data management is essential.
They should understand the internal data security process, how it impacts their day-to-day responsibilities, and how to communicate security measures with customers.
Educating you can create a culture of proactive communication regarding data privacy and security.
By now, it’s evident that data security is critical in cross channel marketing channels. Fortunately, there are many ways to adapt data security strategies to ensure customer data is safe and sound. Keeping these tips in mind, you can plan your next cross channel marketing campaign. Customer information should be handled with the utmost care.
