Data protection
The digitization of communication channels and processes has led to the emergence of a new need: to protect user data. With the General Data Protection Regulation and all the consequent changes, companies have had to invest in this sector.
Privacy is now one of the most important issues in the digital world, and at the same time it is one of the main assets of companies operating in the digital sector. communication and marketing.
According to the digital trends report by Mary Meeker (former Wall Street securities analyst and specialist in the Internet and new technologies) this year, 87% of all data traffic on the Internet is encrypted. Three years ago it was only 53%.
Regulations have been adapting to this new reality and digital platforms have sought to criminalize abusive behaviour and speech. A new law, which aims to create a structured reporting system for abusive material with fines of up to 4% of the profit of each company involved, has been passed in France and is expected to be implemented in several other European countries.
Changes in the world of brands: campaign Privacy Matters of Apple
The corporate world has also tried to adapt to the demands of all this controlled and sustainable data collection, which is reflected in the brands.
Apple, for example, has been taking concrete steps to increase the privacy of users of its products and services after several controversies related to the location of the brand's devices and the information that is often stored in an unclear way.
But Apple has pulled out all the stops with its new advertising. The video is about 45 seconds long and the concept "Privacy Matters". In January this year, Apple took the campaign offline with a billboard in Las Vegas featuring the claim, "What happens on your iPhone, stays on your iPhone" exhibited during the week of the Consumer Electronics Show 2019.
"If privacy matters in your life, it should matter to the phone your life is on."
Retargeting: beneficial for brands or an abuse of privacy?
We've all been in a situation where we've mentioned or heard the name of a product or service and a few hours later an advertisement for it pops up in our newsfeed. feed Facebook, Instagram or even Google searches.
These mechanics are called retargetting, is one of the most important changes that Apple wants to implement and is related to a type of cookies - which will no longer be available in Apple's browser (Safari). After much discussion, Apple concluded that the user's privacy would be jeopardized by using the brand's devices, which are prepared by default for Safari. retargeting.
Knowing that around 20% of the population has or has had an iPhone, this measure will have a major impact on digital advertising campaigns, since this target will no longer be covered by campaigns using this method.
But what does this mean for consumers? More privacy? And for brands? Less reach? The issue of personal data protection has been on the table for some time and it looks like it's here to stay.