▷ 3 good reasons why marketers distrust data protection

Over the last few years you may have asked yourself a number of questions such as “what is a VPN” or “network security”…

As with many big, serious-sounding concepts, it sometimes feels like they play a role beyond our comprehension: large conglomerates, government areas, or perhaps their IT departments. And let’s face it, marketing, sales, and service managers don’t really care.

You might even think, “If some people care, maybe there’s no need to worry about it.”

Today we’re going to look at the importance of privacy and account security for marketers and the companies they represent.

Why should marketers care about data security?

1. Trust is the main component of inbound marketing techniques

There are a number of ways you can build trust in your business.

For example, you could demonstrate expertise in your field or provide a quality service that focuses on the customer experience. You can also build that trust by building a strong relationship with your customers.

This relationship isn’t just about converting leads, it’s also about ongoing support so your customers are happy and confident that other people will recommend your service.

In short, building and maintaining trust is the key factor in building a solid relationship with your customer. Without them, the task can be particularly delicate.

The loss of trust is also a blow to companies and brands. For example, the breakdown of a relationship between a customer and an organization is seldom more immediate than during a data breach.

Additionally, a quarter of French people will not do business with companies that are victims of data breaches.

2. Prospects believe marketers will protect their personal information

Every day, when your prospects fill out a contact form on your website, register for your webinar, or sign up for a free trial of your service, they trust you—a lot.

By providing you with their personal information, they not only place great trust in your company, but also in you as the marketing manager who manages their information.

They trust you to keep their personal information safe, not to misuse it (e.g. by sending them lots of spam), and to use it to their advantage to help them achieve their goals.

3. The correct use of data is no longer enough: the security of customer data must be guaranteed

You may have heard about the correct use of customer data (e.g. e-mails) with the main idea being “not to misuse information”.

As an example: don’t email a customer, don’t send them a quote. You have no reason to believe they will be interested and do not contact them without their consent.

It’s also important to think about this concept you may be unfamiliar with: how to keep prospects and information about them safe from those who might use that information for malicious purposes.

If you are unfamiliar with this concept, it is understandable. The risk of large-scale unauthorized access to customer data by malicious actors is relatively new.

As a marketing manager, you are the owner of customer data

This work is not just about generating leads or building brands.

Another priority is becoming a trusted custodian of customer data.

When customers trust you because you’ve put so much effort into building quality relationships, building a brand that’s trusted in your space, and building a community of evangelists who encourage others to trust you as well, then that is the very important you insist on how you manage your affairs.

It’s your job to take steps that you can personally control to maintain that trust and keep customer data safe.

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