Data safety has to be addressed

Within the next few years, the marketing landscape will look very different as two thirds of the world’s population will have their personal data covered under privacy laws; data safety needs to become a priority for marketers.

What does that involve?

• Getting consent needs to be done in a more seamless manner that is less intrusive and annoying for users.
• Agencies will need to go beyond executing campaigns and step in on an advisory level to help the brands and businesses they work with.
• Brands should think about helping people get the most out of their life, not getting the most data out of their life.

Key quote

“We have to recognise the need to work within these [new] boundaries and deliver something very different from what we are used to” – Colleen Ngo, vice president, partnerships and investment, Xaxis APAC.

Sourced from WARC