Welcome to the final leg of our four-part series on digital privacy. We’ve talked about everything that you’re seeing in the news and how to deal with it, but we haven’t talked yet about what the digital marketing landscape looks like moving forward.
As the owner at Hookd, a big part of my job is to see the forest and all of the trees at the same time. When I look at the forest, here’s what I see: we’re witnessing a necessary step in the evolution of digital media. Things might change though, and that’s ok. Privacy is important, transparency is important, and so is finding viable ways of marketing businesses like yours on digital platforms. There is a balance between them that can be achieved and frankly, we’re excited that those steps are being taken.
Moving forward, you will be collecting more of your own customer data and re-targeting will be more permission based. The good news is that both will help you communicate better with your potential customers by giving them an experience more in line with their needs!
If I can offer three pieces of advice as we navigate that journey together, they’d be as follows:
Any advances in new privacy practices and laws will most likely be major headlines, so take time to review them and gain a basic understanding of what is transpiring and how it might affect your marketing. That way, you’ll be able to see the forest and understand the trees when the time comes to make decisions regarding how to adjust your digital marketing.
Have a point person
Designate a person on your team who is responsible for making sure your marketing efforts are being adjusted accordingly, have them report back, and do it regularly. This is an evolution and there will likely be several waves and new developments for years to come. It’s not a set it and forget it thing, so keep it as a regular agenda item with a dedicated caretaker.
Have a plan and measure
Talking the talk is great, but walking the walk will ensure that your digital marketing remains successful. Whether it’s you, a marketing director, or an outside partner like Hookd, do more than just ask if they have a plan in place. Keep up-to-date on your performance and ensure your ROI remains where you want it to be.
To summarize, all marketing is an investment and the return you get on it is usually directly proportional to the attention you give it. And like all things in business, marketing evolves and changes as the years go by. That’s part of the excitement! But it also comes with the responsibility of doing it due diligence in order to stay on top of your game and this is truly one of those times.
If you’re looking for help navigating your digital marketing path forward, it all begins with a conversation. I invite you to reach out to Sarah and set up a coffee date, she’ll be happy to listen and give you honest feedback anytime!