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The collection and use of consumer data is a big part of modern marketing. It makes the whole process of campaign planning, design, execution, and monitoring easier and more effective. It’s one of the reasons digital media delivers better Return on Ad Spend than many traditional channels. But with it comes Consumers’ Data Privacy concerns.

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People worry that organizations’ data collection practices may be intrusive. Or, that the information about them collected by businesses may be used for less-than-desirable purposes. If you’re going to leverage data for marketing in the most effective way possible, you’ll have to convince your target audience that you are addressing their concerns. This article shows you how to tackle those issues.

Be Transparent about Data Collection

Let your customers know what type of data you’re gathering, how it will be used, and with whom it will be shared. They should also be able to adjust privacy settings and opt out of your data collection efforts. And it shouldn’t be hard for them to do so. In a country where transparency about this issue is the exception rather than the rule, laying it all out for your customers will cause them to trust you even more.

Get Clear Consent from Consumers

Don’t take or use consumer data without their consent. You can make it easy for them to confirm or deny consent by implementing consent forms that spell out the purpose and scope of data collection, and include toggles or switches that consumers must move themselves to show consent. Also, make it clear how long the consent will last and how they can withdraw it.

Only Collect Data that’s Necessary

You are better off in the long run if you only gather data that you need to achieve your marketing goals. Taking this minimalist approach reduces the risks of having to admit liability if or when a data breach occurs. Make sure that the data you do collect is only used for the stated purpose. Repurposing data for other unrelated objectives may constitute a violation of consumer rights.

Ensure Data Security

Marketers who care about data privacy will work with their IT teams to protect it. Such teams can implement strong cybersecurity measures that shield consumer data against compromise. They may do this with encryption, secure storage solutions, and regular security audits. They can also introduce Multi Factor Authentication and carry out security protocol updates to strengthen IT defenses against ill-intentioned actors.

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Respect Customers’ Right to Access or Delete their Data

Consumers are becoming more aware of their rights under the law. Simply assuming that they can be exploited to no end is a potentially costly mistake. Existing data privacy laws give consumers the right to access, correct, and delete their data. You need to respect that right, so you’ll remain in good standing.

Communicate the Benefits of Sharing Data

If you want your customers to willingly share their data with your business, you must let them know how doing so would benefit them. Things you could point to include personalized recommendations, special offers, and improved customer service. A good idea would be to provide them with an update about how the data they’ve shared with you is improving their experience.

Adopt Ethical Marketing Practices

Some businesses employ deceptive tricks aimed at getting customers to unwittingly share data. But this isn’t worth the risk of being found out and losing all credibility as a result. The consequences of being exposed for shady marketing practices could be catastrophic for your company. Instead, be honest about your product claims, and don’t use customers’ data for anything other than the purpose you state.

Stay Informed about Data Privacy Regulations

The primary data privacy legislation in Nigeria is the Nigeria Data Protection Act 2023 (NDPA). It replaced the Nigerian Data Protection Regulation 2019 (NDPR). Similar rules exist for other jurisdictions. The EU has the GDPR, and California (in the United States) enacted the CCPA. You should stay informed about the changes to data privacy regulations in the countries or regions in which your business operates.

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Final Words

A lot of the data privacy concerns expressed by consumers are valid. Businesses have to address them by taking steps to protect consumer data from malicious actors, and by utilizing such data only for their stated purposes. Transparency around data collection and utilization is vital too. Marketers and their employers must communicate with customers about these things, so that they retain trust.

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This article was first published on 3rd April 2025
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ikenna-nwachukwu

Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.