Mar 16, 2022
Today’s episode of Aligned continues Sean and guest Will Riley’s
discussion on internet privacy changes and what it
means for your marketing efforts in 2023. As a RevOps expert, Will
issues and how you, as a marketer or business owner, can protect
Will’s tragic tale:
- A client used Google ads as a primary digital advertising
client received an email stating they were losing all Google
- It wasn’t a policy issue; in Will's case, their website policy
was acceptable and allowed for paid advertising. However, when you
advertise to a specific audience segment, that must be indicated in
a privacy clause. And the client’s policy didn’t reflect that
- The takeaway? As platforms like Google and Facebook get
pressure from the government to maintain privacy standards, they
make updates the users don’t necessarily see.
- Before you place an ad, ensure you comply with the most current
policy to ensure your ad will be approved.
2023 will bring a drastic change to
- It’s not doomsday, just a different day, and putting the
correct parameters in place now will help with the initial
- It’s not as easy as buying ads. There are now risks and legal
implications if you ignore violations.
- A lot of third-party leverages domains other than your website.
So, in some ways, the form of retargeting now will cease to
- Lookalike targeting will likely stay - finding users similar
(based on demographic and psychographic information.)
- You can buy people who have visited a database of every phone
that’s entered specific geography. If you’ve been in a particular
NFL stadium, you’ll get ads for stuff.
- People don’t know what companies are doing with their data. And
that’s going to change radically.
Takeaways for digital advertising:
- If you can’t use a company like AdRoll to advocate and check the
legality of your ads (and choose to go direct-to-market), invest in
an expert rep who can guide you through the legality and
- Invest in a CRM or marketing automation that enables compliance
(HubSpot has integrated
within its system the ability to enable compliance with GDPR.)
- Create a simplified tech stack. If you need new platforms or
tools, make sure they natively integrate.
What you need to do next:
- Does your marketing team buy any data? If so, what are you
doing with it, and where are you purchasing it from?
- Using mass lists will no longer be safe, especially if you do
not get each user’s permission to contact.
- Before advertising on digital platforms like Facebook and
- Ensure you have publicly accessible legal documentation that
references visitor data tools, intent, and storage.
the ball rolling, contact Will@fitzmartin.com
Start vetting out existing tech and ask if they’re in compliance
with the data privacy laws.
Email Will at email@example.com
Submit inquiry at fitzmartin.com/contact and they’ll be happy to
answer any questions.