Examining Marketing From a Privacy Perspective with Marisa Lather
The Scariest Question of All…
With Halloween falling just two days after our next Not Just Another Marketing Conference, consider this chilling scenario:
You’re in a store, at the register, paying for an item. You’re given a total as the cashier wraps up your item and you pull out your wallet to pay. You’re hand is clutching your card, ready to insert your chip into the pin pad machine when the cashier asks, “What is your email address?”
Who gets the trick and who gets the treat here?
In all seriousness, data can be scary. Is giving out your personal information worth it? As a marketer, do you fully understand the level of security that you do or do not have when collecting PII? How can you use platforms that you can't trust?
From Tricking to Trusting
Marisa Lather wants to help you use technology wisely — as a consumer and a marketer. As Employment Branding Marketing Manager for Perficient, she relies on data to reach qualified applicants looking to work for the digital consulting company. But she knows, and wants other marketers to know, there are inevitable risks to working with personal data.
“Many companies are asking for those types of PII (personally identifiable information),” explained Marisa, referring to email, phone numbers, and even photos. “They don't always realize the level of security that they do not have.”
Scary, but Safer
There’s a good side to all of this though, she told us. “Think about when GDPR came out. That scared a lot of marketers. But it ended up making us better marketers. Our lists were cut, but the people that we’re sending content to now really want to see it.
“By consumers protecting themselves a little bit more, if they do engage with your brand, you can assume that they are farther down the funnel and more loyal to your brand. It actually provides you the means for a deeper relationship with your audience and a way to build that trust through developing a community,” she shares.
Preparing Content Marketers for the Future
Marisa is passionate about the consumer side of the data conversation, because she wants marketers to understand and embrace appropriate consumer behavior. Eventually, it will be commonplace for consumers to act on best practices involving their personal information. As marketers, let’s use that to our advantage.
As a consumer, she is excited to start using the new Mozilla browser, which recently rebranded itself as the most secure browser. The update will automatically flag sites that have been compromised, giving users a little more control over their personal data.
Ready for more?
Join us at our next Not Just Another Marketing Conference. Find details, buy tickets, and more here.
We didn’t name our event Not Just Another Marketing Conference for nothing. This conference is for serious marketers looking to dig deep into topics that interest them and help them be better marketers.
Looking Through a New Lens
People are looking at the content they consume in a whole new way after the Cambridge Analytica scandal. However most marketers are simply saying, “duh, what did you think we were doing?” As user perception changes, Marisa recommends watching this Netflix special to get up to speed on the data conversation in preparation for this conference:
The Great Hack (Netflix)
Explore how a data company named Cambridge Analytica came to symbolize the dark side of social media in the wake of the 2016 U.S. presidential election.
What Questions Do You Have?
What privacy questions do you have as they relate to content and marketing? Leave them in the comments and we will answer every single one! Join us at NJAMC to speak with the experts and reshape the way you and your team approach marketing in this new playing field.
You can also learn more about Marisa and ask her questions directly on her website, MarketerMarisa.com.