Marketers must become thought leaders armed with consumer-first data practices.
This article suggests marketers to view the California Consumer Protection Act (CCPA) as a “catalyst” for data-driven marketing practices. By integrating data ethics into marketing strategies, brands can engage with customers in an open yet privacy-conscious way.
The CCPA encourages fair value exchange through which brands can build relationships by making consent and transparency a priority. It streamlines publisher compliance and gives more cross-device privacy controls to consumers. Thus, brands must implicitly state what information they request from consumers and how they plan to use it.
The author recommends businesses to educate their B2B and B2C audiences on how CCPA guidelines affect them. This can be achieved by counselling customers on consent, clearly explaining consumer data processing and explaining what customers will get in exchange of their information.
[4 minute read]