Data Privacy Day: Data Privacy hamara aisa kaam karega, Marketing & Advertising News, ET BrandEquity

avatar
by Lindsey Francy Jan 28, 2023 News
Data Privacy Day: Data Privacy hamara aisa kaam karega, Marketing & Advertising News, ET BrandEquity
<p>Representative image (iStock)</p>
Representative image (iStock)
Chances are, if you’ve been using a site or service for a long time, as many of us do, you may have set your data preferences long ago and never bothered to go back and check them. Alternatively, these sites may still be reaping the benefits of your default settings.

Every year on the 28th of January, Data Privacy Day is celebrated. Everyone is reminded to visit the privacy settings section of their favorite social media account or suite of cloud productivity applications every year.

This annual pilgrimage to your data footprints aims to ensure that other users can only see information about yourself that you’re happy broadcasting to the world.

This day serves as a reminder to raise awareness and to promote and recognize the growing importance of data protection and privacy.

When it comes to how we as individuals use and treat our own data and that of others, there are often fewer safeguards in place. The statistics around the number of us that are continuing to fall victim to social engineering, phishing, identity theft, and other scamming attempts suggest there's a lot of room for improvement.For more than two decades, the holy grail of marketing has been focused on one-on-one connections between brands and shoppers, thanks to a growing focus - by consumers, regulators and big tech companies - on data privacy.

There has been a lot of discussion about the regulation of personal data in India.

While data use is increasing, adoption of data capabilities is not. As a result, the data quality gap is obvious. “58 per cent of Indian organisations accept that there are gaps in consumer data that make data-driven decision-making difficult,” stated the MMA EY Leveraging Consumer Data for Marketing report.At a time when the digital advertising industry is preparing to transition to a cookie-free world, most marketers are stepping up efforts to collect first-party data. According to report results, 71 per cent of Indian organisations use a combination of first and third-party data.

India is intent on planting its flag on data regulation in order to have a personal data protection law in place by the year 2023.

Inventions that are famous.

Data privacy is used as a differentiating narrative in several ways. Companies that care about data privacy may use this to differentiate themselves from competitors who don't care about data privacy. They can use this to market themselves as more transparent in their handling of personal information, which will attract customers who are concerned about data privacy.

“With the proliferation of digital platforms and a constant stream of content that users are exposed to, standing out and capturing the attention of consumers has become increasingly challenging. As a result, there is a growing need for creative content that is not only visually appealing but also engaging, relevant and valuable,” Saraf added.

It's called Schbang.

“As a consumer what bothers me is that my mailbox is overflowing and I am inundated with spam emails and spam calls. Not a day goes by where I don't get at least four unnecessary calls. I have even forgotten what a clean inbox looks like,” said Harshil Karia, founder of Schbang and co-founder of Level Supermind.Schbang’s founder, Karia said, “As a marketer what excites me is to ensure that personalisation delivers delight.”

They performics.

“Companies should make sure that customers feel safe in sharing their data because more trust will result in high quality data,” said Gurpreet Singh, managing partner, Performics India.

There is a route mobile.

“As a consumer in 2023, the first concern is over who has access to user data and what companies might do with it. Second concern is about the companies’ storage of users’ data and how long they retain it. Third point is how companies are using the data,” said Tushar Agnihotri, country head, India and regional head, APAC, Route Mobile.

It's nice.

“Personalisation, building trust and long-term relationships, compliance and meeting consumer expectations, are some of the ways that data privacy can be beneficial for marketers,” said Prayag Singh, co-founder, SOCLLY.

The influence was mad.

“It's important for consumers to be aware of their rights and to take steps to protect their personal data, such as reading privacy policies and being cautious about sharing personal information,” said Gautam Madhavan, founder and chief executive officer, Mad Influence.“Understanding consumer behaviour, experimenting with new marketing channels and technologies, identifying new ways to reach and engage with target audiences and continuously learning and improving their skills and knowledge are some of the ways through which data privacy can be a benefit for marketers,” Madhavan added.

Rivals and websites that sell ad space are likely to benefit from the lawsuit, but the future of advertisers is uncertain.


The Brand Equity was published on January 28, 2023.