New Personalization and Privacy Parables in a GDPR World

By CIOReview | Friday, June 21, 2019

Ethical principles and customization become quintessential for an organization to pave a path leading to customer satisfaction. Today's IT security brings more opportunities to this end.  

FREMONT, CA: Personalization is a gift for humankind in terms of marketing. Customers love getting suggestions on what to buy, especially when that is something they need. They view privacy and personalization as a dichotomy. Marketers can create something personalized, making it less intrusive to a person's privacy and personal data. Attention and data are two significant currencies currently. When customers read articles, browse online forums and interact on social media for free, they are aware of giving attention and data in return. Marketers need to pay attention to keep their services running. They also need data to optimize ad distribution and enhance the relevancy of the services proposed. This practice will enhance the efficiency of the services provided and the users' customer experience.

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The problem arises when data is being abused, and users start feeling that they have given much more than they received. Marketers should always make sure that the line is never crossed. Balancing between making sure that users get the products they need without going too far into their matters is vital. Companies employ "the more, the merrier" approach and forget to collect the data that is required. Not making privacy and security of customer data a priority and not informing customers how the collected data is about to be used are mistakes that companies usually while personalizing products and services.

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Collecting data is a primary step in a more significant process of gathering and analyzing data to make better decisions. It turns on cookies, tracks customers and pushes ads towards the customer based on retargeting tools and similar audiences. A brand's main task is to recognize and frame a problem, relevant data collection and review the findings to relate them to the problem. The concerns raised so far were brought to light with recent data privacy regulations, such as General Data Protection Regulation (GDPR). The guidelines represent an excellent standard to uphold even though they are inapplicable to a business.

Brands protecting privacy while personalizing changes with the development of technology corresponds to new practices within organizations and emerging privacy-protective regulations. The changes in today's world are rapid, and the introduction of new technologies interacting with customers is quite impactful.