Advertising brings many benefits to brands, it is one of the most attractive tools to make themselves known and show news to their consumers and potential customers, but not everything goes. Therefore, PrivacyCloud offers us four tips that all companies should take into account when creating their advertising plan, as well as things they must stop doing if they want to be successful and be respectful with their customers.
Good practices in advertising
- Create bonds of trust with your potential clients, making it clear that if you ask for their data it is because you are going to use it for their benefit, providing them with quality information on new proposals that can benefit them, discounts, reliable information, etc. loyalty at the same time.
- Use zero-party data for the personalization and activation of content and campaigns. That is, data that a customer shares with a brand intentionally and proactively, which may include preferences, purchase intention, personal context and the way in which the person wants to be recognized by said brand, as specified in Forrester Research, 2018.
- Use Privacy-First advertising channels, which are supported by anonymous and aggregated data. In other words, creating large spaces to share available data and information with other companies, in a controlled way, creating an economy of trust.
- Always respect the principles of Privacy from the design reflected in the General Data Protection Regulation, including collecting the minimum possible data and retaining it only for the period justified by its use.
What you should not do in advertising
- Buy third-party databases- It is very possible that the consent in origin is not valid, with which you have to be careful. Not all that glitters is gold.
- Accept consent supported by dark patterns. How can we talk about gaining the trust of our customers if we start looking for tricks to accept intrusive cookies without an easy option to reject them?
- Upload your own customer data to Facebook for lookalike campaigns, since those who have trusted us the most are left at the mercy of the whims of the social network.
- Bid on competing brands, even if the courts have allowed Google to make a living. It shows a very low ethical threshold and consumers take notice.
“In this sense, you have to be respectful with the customer. It is one of the best ways to build trust and build loyalty. Providing quality information that is of interest to you will make you want to know each step of the company and continue to want to know its news, thus avoiding rejection of the brand that could generate a possible indiscriminate bombardment of ads that do not interest “, points out Sergio Maldonado, CEO of PrivacyCloud.