Data is the key to success for any organization. Businesses generate huge volumes of data everyday and with the assistance of data conversion services, this data can be organized and stored safely to make the right business decisions. Businesses depend on data to provide a personalized and engaging brand experience to customers and proper data management ensures that vital data is never lost and is protected inside the organization. With new policies like the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), businesses have to improve the way in which they store and use data. Here are some of the best ways suggested by members of the Forbes Agency Council regarding how businesses can adapt to new more stringent policies in data management while still providing a pleasing customer experience.
- Develop multimedia content that brings inbound interactions: The launch of GDPR has made a huge impact on outbound marketing. Producing high value content that resonates with the customers, inbound interactions help you respond with an engagement hypersensitive to the customer’s chosen experience. Multimedia content like video can attract inbound interest to make up for tighter outbound policies for better customer experience.
- Value your customers for the data they provide: Organizations are often dismissive or even abusive of the data they collect. Dismissive because they do not personalize or segment or test the data they have and abusive because they just mass-promote regardless of what behaviors can be uncovered in the data. So, make sure that you use the customer data wisely.
- Pay attention to first party consent: Introduction of GDPR is very useful for businesses. It compels businesses to follow the right processes and focus on getting first party with consumer consent like reviews, survey results, observation studies etc. Brands that stand out among competitors are those that build a good relationship with customers and deliver personalized content and products as well as recommendations to them.
- Make the purchasing experience more efficient: Being GDPR-compliant helps to use data to deliver the best customer experience, streamlining the path to purchasing on one platform. This reduces annoyance for users who get retargeted by the same retailer to buy the same product.
- Keep track of overall data patterns and not individual users: Trends and data patterns allow businesses to understand what customers want. As the policies get tighter and stricter, restriction about data usage is becoming more difficult. So, identifying aggregate data pattern is safer than the user’s private information and it is a productive way to utilize customer data.
- Provide the option of anonymity: Allowing the users to add items to their carts anonymously allows sharing more information about themselves to the business. It means that it gives the anonymous users a chance to share information and they were able to do so on their own terms.
- The target customer should be based on real-time behavior: The best way to target customers is to focus on the context. Key data points such as keywords, IAB categories, sentiment, emotions and so on can be utilized to target people based not only on their personal data, but also on their actual data or real-time behavior.
- Produce content that is worth opting into: With the launch of GDPR, an organization’s creative team has to focus more on developing content worth opting into. In addition to being clear and compliant, the team has to redouble their efforts to create appealing content whether that is with attractive offers for which the target consumers are ready to trade their data or with email campaigns that drive conversions.
- Create content for your ideal client and share them: Technology has made it cheap and easy to spam people, and this is irresponsible behavior for which GDPR is not an apt solution. The solution is, first understand your ideal clients really well, and then create content that matters to them. Share your content ethically and responsibly through all available channels. If more businesses followed this, then there would be no need for regulations such as GDPR.
- Use AI for Contextual Targeting: AI-based technologies are now used by companies to stay compliant with the new standards of data protection like GDPR. AI is used to complement user data targeting with deep, contextual placement-level targeting, optimizing to best-performing creative per individual placement. Proper contextual targeting capabilities help to execute within the new standards, and without depending solely on user data.
- Use technology to adapt: More and more technology can be utilized to make up the difference for brands, more affordably. Technological innovations can help brands improve their customer experience and online branding.
- Test and share on new channels: Adapting is not a new concept and the new policies have revealed a need for better strategies and better quality. Valuable inbound content is still important for businesses and better content and more transparency can ensure higher levels of trust and more opportunities. Testing and strategic use of social media platforms can provide brands with better opportunities to convey their message.
In a business organization, data is the main basis of information, knowledge and most importantly a key tool to make business decisions. So keeping the data relevant, accurate, consistent, meaningful and storing it safely is crucial to increase the quality of data and information. All data can be converted into digital format with the help of data conversion company. Digital data makes data management easier and the data can be analyzed and used effectively for the best outcomes.