Building trust through transparency and respect for recipients - how data marketing can be ethical
By Adam Herbert, co-founder and CEO of Go Live Data
There has never been a more exciting time for marketing departments. As AI takes centre stage in a sea of digital development, and data becomes more sophisticated, working with intelligent tools to boost growth and attract investment is pivotal for an effective marketing strategy. However, with great power comes great responsibility, and the code of ethics must not be overlooked to strengthen loyalty, trust, and positive customer experiences. Let’s take a look at how we can improve transparency in a rapidly changing market.
GDPR is just the start
Data is everywhere and as consumers we are constantly sharing it and trusting companies to use it wisely. As a businessowner you should be thinking about how you would want your own sensitive information to be handled and implement robust protections to combat potential leaks. Despite more stringent measures such as GDPR being put in place, reputable businesses who wish to stand out and increase their credibility must go beyond the legal framework they abide by. To do so, organisations should prioritise data sovereignty by using encryption tools such as firewalls, anti-virus software, VPNs, and two-factor authentication.
We are at a point now where we are moving away from third-party cookies, and this presents a golden opportunity for switched-on marketers to re-connect with their audience and create honest relationships. Contextual advertising will become more prominent, and a more targeted approach will be necessary. This involves content that is less invasive, more relevant and doesn’t compromise confidentiality.
Root out bias
Data marketing relies on analysing trends, but it’s important to remember that there are people behind every number. Unethical marketing practices include segmenting customers by biased or stereotypical assumptions. If you were a school for example, this would be incredibly problematic, but companies shouldn’t think they are immune from the repercussions. On the flip side, ethical marketing avoids generalisations based on data like race, gender, or income and instead focuses on patterns and behaviour. A positive customer experience is one that is inclusive not alienating.
Let customers have a say
Trust works both ways, and empowering customers to make decisions on their own data is imperative to let those relationships blossom. As we head into 2025, you will be revising your own strategy, and giving customers greater control should not be neglected. Don’t just tell people you respect their privacy, show them you do with flexible opt-out options, consent management tools, and clear policies which are communicated through their recommended channels.
Commit to regular audits
Implementing ethical data solutions is a marathon not a sprint and requires continuous attention. As laws and regulations shift, companies must be pragmatic and anticipate changes, and even better get ahead of the curve by developing their own personalised strategies. In addition, regular audits are essential to ensure you are aligned with your customers and keeping pace with their expectations. You may be looking to expand your team in the next year, and with that in mind you should incorporate data privacy into your training, so employees are aware of the rules and how your company responds to scams.
Making ethical data marketing the norm
To end, ethical data marketing is possible with thoughtful choices, a commitment to transparency, and an emphasis on protecting customer trust. It shouldn’t be a choice, but the standard. When companies respect privacy, give customers control, protect data, and use it to benefit people rather than profit alone, everyone wins. These practices not only safeguard customers but also strengthen the relationship between brands and the people they serve. By committing to ethical data marketing, companies can create a future where data-driven marketing is trusted, valued, and beneficial for all.