How to build customer trust through data privacy and security – MarTech

Advancements in data and technology are meant to make our lives easier. Martech promises task automation, optimized workflows and improved digital experiences, but it also creates opportunities for bad actors and cybercriminals. 

Safeguarding consumer data is crucial for your business’s success and reputation in 2024. Data security is essential for building and preserving customer trust.

As your organization incorporates technological advancements, you must factor data security and privacy into your strategy — and that doesn’t just mean installing a firewall or avoiding suspicious emails. To build and retain your client’s trust, it’s time to take cybersecurity seriously. 

Call in the experts

AI-enabled work environments and remote teams are more susceptible to advanced cyberattacks without an on-site tech team.

Some businesses ignore cyber threats, thinking they’re too insignificant or their operations are non-tech. The reality is that any tech-using business can be a target. Smaller businesses without strong IT teams are ideal victims, as they lack the tools to prevent and mitigate cyberattacks. 

Tech or not, businesses use technology for payments, data storage, and customer info. “Non-tech” businesses often overlook the need for a cybersecurity expert or a team to consistently monitor and protect against high-risk situations.

By leaning on consultants, SaaS, and managed services, businesses can solve complex IT problems. This includes monitoring data centers, networks, endpoints, and employees. Business leaders must ensure organizations have a stronghold for the consumer data they are responsible for. 

So, how do you create this stronghold?

One solution is implementing a Security-Operations-Center-as-a-Service strategy. There are firms such as Calian IT & Cyber Solutions that specialize in SOC-as-a-service and provide continuous threat-hunting analysis, enhancing customer cybersecurity defense through prevention, detection, analysis and response to incidents.

Ensuring end-to-end cybersecurity and efficient recovery times is crucial for business continuity and customer satisfaction. From the CMO perspective, relying on trusted cybersecurity partners safeguards the brand from negative PR, as damaging news coverage of a data breach can have lasting effects even after mitigation.

Dig deeper: Cybersecurity for marketers: Teamwork is key to protect data

Prioritize data protection

How many times have you accepted a privacy agreement without actually reading it? With so many different organizations collecting and processing data, it’s important to have user protections in place, but what does that actually mean for both businesses and consumers? 

Businesses, including those in healthcare, collect all kinds of data. HIPAA enters when a certain class of data is at play. For a tech startup, it may mean expanding business to multiple countries that require GDPR compliance. And for marketing teams, it means leveraging data to improve user experiences. 

Dig deeper: Why marketers should care about consumer privacy

With more jobs and daily tasks requiring everyday people to upload and share private information online, data is a driving force in our modern lives. The data is processed to optimize the operations, help make smarter decisions and run successful marketing campaigns. Therefore, maintaining the security and privacy of this information is critical to both business and consumer interests.

However, frequent headlines announcing data breaches and leaks have made governments and consumers weary of how much information they share, who collects it and what happens once it enters the digital sphere. Despite spending more time in digital spaces, 81% of Americans are concerned about how companies use their data and 67% are confused about what companies are doing with the data they collect.  

This increase in consumer awareness and concern can make it difficult for consumers to trust organizations. When consumers trust a brand, they are more willing to share data. Marketers in the finance, government and healthcare industries take on the added challenge of handling extra sensitive information that must be gathered effectively while remaining confidential. 

The solution to this data conundrum? More technology. Digital analytics platforms like the Piwik PRO Analytics Suite are helpful resources that provide marketers with valuable insights while protecting user privacy and enabling users to control their data. 

With a digital analytics platform geared toward compliance, marketers can easily adhere to the constantly changing landscape of data privacy rights and regulations globally while providing customized consent forms, collecting anonymous and accurate data and allowing visitors to adjust their privacy settings. Through these offerings, organizations can optimize their marketing potential while enhancing protective measures for customers.

Data privacy and protection demand effective tools and resources to defend against rapidly evolving cyber threats. By leveraging cybersecurity services and platforms, you can enhance protective measures, monitor and mitigate risks, ensure data protection and maintain business continuity.

Dig deeper: 2 important ways to build customer trust and brand equity with data