It is no secret that search engines, smartphones, and websites can collect data on users. While many of them offer ways to add more privacy back to your browsing habits, collecting this data can still be scary to some users. You may have wondered why marketing companies or companies like Google, want to collect your data at all. Data sharing is something that marketers use almost daily, but what does that mean for you?
In this blog, we will discuss how data sharing and privacy regulations affect marketing, what data is being shared, and how this data helps businesses. Learning about privacy will help you understand what information you can safely share with marketers and how to protect yourself from unnecessary data leaks.
What Information Is Collected By Google?
Google search rankings and Google Ads help more people to learn about a business and find solutions to their problems. But in order for these businesses to reach the right people, they often need to collect information about who is looking at the ads or what problem they have.
Google looks at the following to help create better ads or improve their services,
- Which ads you watched and for how long
- Location
- Travels or other locations visited recently
- Frequent searches
- Age
- Gender
- Recently used apps
- Recent purchases
- How long you viewed a webpage
- What links you used to get to a webpage
- Device type (OS, mobile, desktop, tablet, etc.)
Why Utilize Customer Data?
It may seem invasive to know this much information about the people who use a search engine or who are just browsing the web, but while the list of data collection may seem long, Google often isn’t using these points to “stalk” you.
Google Analytics is what businesses use to track how their site is performing in search rankings. It provides insights into consumer behavior to help the business grow. Google Analytics helps businesses to increase their sales and website traffic by telling them what target audiences to focus on.
For example, let’s say a bike rental company is looking into renting scooters as well. Google Analytics can tell you about what searches your past customers have looked for and if any of them have included key terms like “scooter rentals” or “e-bike and e-scooter companies.”
Analytics also helps tell you what time of day people click your ads, if they call you about the specific service, how long they then spend on your website, what products they looked at, and more. Analytics helps show businesses how they can improve their in-person marketing and online marketing in quality ways.
The reason Google collects this information is not only to help businesses though, consumers can benefit from having certain points of data shared with search engines. Having ads that are catered to you will help you make smart purchases. Companies that rank in the top results of Google or won the bidding for top ad spots are vetted by Google and are not scams.
Sorting through thousands of search results is also not something you have time for, which is why Google moves webpages that are most likely to solve your problem to the top. For example, certain businesses can ask Google to only list their ads or their page in the search results when certain keywords are present. If your company does not rent scooters, you wouldn’t want to rank for that term. This means as a consumer, you are getting the fastest results with exactly what you are looking for.
Regulations On Collecting Private Data
Companies have the responsibility to handle consumer data ethically. They also need to inform them that their personal information is being looked at or collected. The problem begins when companies collect too much data or have a large amount of customer data that falls through the cracks of protection.
Cookies are something you may have seen while surfing the web but may not understand how they work. Cookies can actually collect information about your IP address, login information saved payment methods, and more. This is where consumers start to want more privacy and regulations on their data. Being transparent about the fact that your site uses cookies will help you build trust with your customers.
Companies need to be clear about what data is being collected and what it is being used for. For example, you can not state that you will use the information for research purposes and then use it to increase sales or marketing purposes.
Other Potential Privacy Problems
Failing to mask customer data refers to the de-identifying process so sensitive data doesn’t land in the hands of people you don’t want it to. De-identifying data removes any PII from the analytics and protects the subject’s privacy.
Targeted advertisements can be made by looking at consumers’ digital behaviors. Taking targeted advertisements too far is one way that you could misuse consumer data and possibly lose this customer. You will need to find the line between helpful and invasive ads and when a rapid algorithm may not be your best option.
Using data without permission is a huge breach of privacy and could potentially lead you to deal with major legal action. Using PII without letting people know you are using it will make your customers move far away from ever using your company.
To avoid potential privacy breaches you will need to let customers know that their data is being collected before it is actually used, give them an opt-in and opt-out option, and don’t overstep boundaries.
Strategies To Use As A Digital Marketer
If you are working on marketing your business, or work for a marketing company, all hope is not lost on gathering important information on customers. When you work to collect data focus on finding information that is relevant and only limited to what is necessary. Don’t share consumer data without their consent.
Data retention is another factor that you as a marketer can use to build trust. Data can be useful, but only for so long. If you only collect data to carry out a particular purpose and then get rid of it, this may make your customers more likely to opt-in to sharing demographic or digital travel information.
Writing a thorough privacy policy is another step you could take to set yourself apart from the competition. According to McKinsey research, 34% of people are willing to share their data, while 50% will consider sharing if conditions are right.
Laying out what you do with data, how seriously you take the privacy of your clients, and showing that you understand data protection will draw in more willing participants.
