Privacy will not hurt your customer relationships in the first place, it will change them: insights from HubSpot’s CMO


As marketers, we thrive on data.

Data can help us identify when content is ineffective and be targeted to provide maximum value to our potential customers and clients. It can also allow us to explore new, underused channels and discover the best platforms to connect with our audience.

All this means: any changes to the existing data collection ecosystem will create uncertainty about the future of marketing and cause fear among some marketers about how their current strategies will work in a world where privacy comes first.

But a privacy-based world does not hinder a company’s ability to know its customers and better serve its customers – improves to. The world of privacy comes first, a world where creating and maintaining relationships directly with customers is the only way to truly understand them.

Here we will explore how the future of privacy will affect your business. Besides, how can you prepare for it.

What is the world of privacy?

In the first place, the Privacy Council means that a company’s strategies, technologies and solutions will have to respect the consumer’s right to privacy and data security in the first place.

This shift has been going on for a long time. Consumers no longer trust businesses with their data – in fact, only about a third of customers trust companies they are currently using their data responsibly.

In addition, it is only in the past year 76% of consumers they feel they don’t know what companies are doing with their data.

To combat consumer concerns, regulations such as the EU Directive on Privacy and Electronic Communications CCPAin LGPD they increasingly require transparency in data collection, which requires a market strategy that comes first to reach a global audience.

Some industries have always used a first-person data approach to build relationships with their target groups. For example, nonprofits and advocacy organizations have always used data collected directly from their supporters and donors for marketing material. While the world of privacy may be new to some businesses in the first place, it’s not new to everyone.

Why privacy matters first

As consumers raise their standards of privacy and data security, it is crucial that the advertising industry adapts to these needs.

Ultimately, the privacy-based approach encourages marketers around the world to develop stronger and more transparent relationships with potential customers and clients.

First-person data allows you to better understand your customer based on the information they’ve agreed to share with you, which in turn makes your ads more relevant.

In addition, taking care of your customers’ data is simply good business practice. The privacy-based strategy will become a competitive advantage in the coming years.

So the real question should be: how can I to prepare for the world in the first place? Now let’s delve into that.

How can you prepare for the world of privacy?

We need to rethink our marketing and advertising strategies to ensure that the company’s growth does not harm consumer confidence.

As Google’s Director of Product Management, Privacy and Ad Trust, David Temkin, sets“Developing strong customer relationships has always been key to brands building successful businesses, and this is becoming even more important in the world of privacy in the first place.”

In order to invest and prepare for privacy-safe growth, companies need to shift to first-person data model. Marketers who use their own data effectively can generate 2 times more revenue from a single ad placement or reach.

In order to adapt to the world of privacy in the first place, marketers will need to ensure that they have systems in place to effectively collect and measure first-person data. For example, CRM allows you to collect, track, and analyze your personal information, while providing visitors with transparency and knowledge that their information is used for more customized messaging and a better user experience – not for tracking their every move online.

Use of first person data in the campaign

When it comes to marketing, first person data has tremendous benefits. Let’s say, for example, that you recently viewed the Casper pillow, filled out a form with your email, but made a mistake and left the site. You will notice the following email later in your inbox:

Here, Casper marketers use first-person data to analyze your behavior on their site. When they find that you might be interested in a pillow, they can send you a customized one Abandoned Cart email address to encourage you to complete the transaction.

HubSpot and Google’s new integration for better first-person data collection

We have good news for HubSpot customers: HubSpot will offer integration with Google’s enhanced conversions (EC) for the web in the coming months. Improved conversions, among other benefits, allow companies to increase the amount of noticeable conversions they can measure, and ultimately improve their return on advertising investment. Visit to page to learn more and stay up to date with the introduction of HubSpot Enhanced Conversions.

Zoe Financial, an asset planning platform, recorded a 200% increase in revenue by leveraging the current integration between Google Ads and HubSpot. With the addition of improved conversions in the coming months, Zoe intends to continue to take full advantage of the range of products available from Google and HubSpot to optimize its marketing and customer acquisition strategies.

Zoe Financial founder and CEO Andres Garcia-Amaya said: “Our North Star is a customer and customers value their privacy. Partnering with Google and HubSpot helps ensure two-way communication of our customer’s data in a secure way.”

To be successful in the world of privacy in the first place, marketers need to use clean, proprietary data to measure and optimize their advertising strategies and audiences. And they need to be aware of the full value of investing in their own data solutions.

Change is always difficult. Marketing teams that have relied on third-party data in their advertising strategies for years will need time to adjust to this “new normality” when it comes to data privacy. However, this shift, which is primarily about privacy, should allow marketers to use their privileges to gain trust instead of losing it.

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