How Data Security and Marketing Automation Drive Marketing Excellence


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Data is the foundation of marketing decisions, and the caliber of a company’s datasets is critical. Although marketers aren’t data scientists, they must know the procedures for gathering and ensuring high-quality data.

Nowadays, almost all marketing is digital, and the typical marketing platform gathers and stores staggering amounts of data. Marketing (and sales, by extension) are some of the most data-driven parts of an organization, from visitor tracking to deciphering intent data. However, few marketers are concerned with data security and consider it an IT issue. Security is an IT task. However, consistent user behavior—from which marketers are not exempt—determines data security.

Poor data handling and security procedures can put organizations at serious risk. The main objectives of data collection are understanding the target audience, making necessary product improvements, and improving the customer experience. However, since they are data processors, businesses must abide by all laws and rules regarding using or re-using this data for particular marketing purposes.

Data processors are companies that provide marketing automation solutions. Most brands implement automation solutions that deliver the crucial data needed for strategic marketing decisions because marketers rely heavily on tracking and analytics.

Here are some reasons marketers should concentrate on using only secure and compliant solutions:

Building trust

Every customer and prospect place trust in a company when they submit contact forms, sign up for newsletters, or register for free trials. Sharing personal information is a big deal for every user. Consumers now demand that businesses protect their information and only use it for legitimate business purposes. Marketers must ensure that their automation solutions and tools adhere to all data protection principles and regulations.

Also Read: Generative AI in Digital Advertising: Shaping the Future of Methodology and Impact

Quality of datasets

Data is the foundation of marketing decisions, and the caliber of a company’s datasets is critical. Although marketers aren’t data scientists, they must know the procedures for gathering and ensuring high-quality data.

Marketers who lack this knowledge will overlook context and nuance in their datasets. For instance, a marketer may not be aware that due to inadequate definitions used during the data collection phase, their platform unintentionally combined data from different user cohorts, resulting in incorrect conclusions.

An essential component of these processes is data security. Insufficient data schemas and formatting mistakes hamper analysis, but weak security can render it obsolete. A data breach, for instance, could result in corrupted datasets, rendering any marketing analysis completely useless.

The fact that marketers no longer trust their data is a significant factor in this. It is impractical to review each data point and ensure it is valid. It is far preferable to guarantee impenetrable security and support it with the proper data handling procedures (such as ensuring that data is encrypted and masked). Marketers can trust the analysis that comes out of it.

Verify data protection capabilities

For most businesses that provide marketing automation solutions, data protection comes first. However, marketing teams must ensure the business’s network architecture and data center are built with data protection in mind. In a nutshell, a company needs to adhere to international compliance standards.

Additionally, passing a SOC 2 compliance audit is essential for companies providing marketing automation solutions and acting as data processors. Their users and clients can feel secure knowing that their personal information is safe in this way.

Maintains brand reputation

Ransomware attacks are the most significant consequences of inadequate data security. Again, marketers are not responsible for handling the specifics of such attacks, but they are responsible for dealing with the consequences. For instance, a business hit by a ransomware attack almost certainly had its customer information exposed to the public.

These data breaches are embarrassing and make customers lose faith in a business. Why would anyone ever again provide their data to such companies? After being the target of a ransomware attack, asking people to fill out a gated form with their names and emails is unlikely to be successful from a marketing standpoint.

Marketing professionals must prepare themselves to spot early warning signs of a potential breach while security teams handle the technical realities of cybersecurity. For instance, phishing is still one of the best methods for a malicious attacker to access a network. Given the demands of their jobs, few marketers take the time to learn the fundamentals of security.

Additionally, marketing is now a remote job. It is crucial, if not required, to adhere to fundamental security procedures like using secure connections and VPNs and protecting sensitive data on personal devices. Marketers might have to clean up after a ransomware or security breach if they don’t.

More transparency

A sizable portion of the marketing and sales landscape comprises marketing agencies. When creating dashboards for internal reporting, these agencies share and extract much data from their clients. Good data security practices will guarantee the privacy of these datasets, assuaging customers’ concerns and providing agencies with more information they need to produce results.

Agencies can provide their clients with transparent workflows by securely sharing data. Clients can access dashboards to check the status of their jobs, assign tasks, and address problems. Effective data security procedures ensure this occurs, which benefits an agency’s business. Despite the complexity of cybersecurity, organizations can protect their clients’ data by adhering to a few fundamental data handling principles. For instance, properly setting up client folder access guarantees that unauthorized parties cannot view sensitive data.

Also Read: Top Seven Email Marketing Tools Marketers Must Know About

Why is data security important to marketers?

It is important because that is how businesses look out for and treat their customers. A brand’s trustworthiness and transparency are the most crucial qualities for consumers. According to a PwC Global consumer insights survey, 44% of the customers said they would not do business with a company that has faced a data breach. In other words, data security is crucial for maintaining a positive relationship with customers, expanding the industry, and protecting the privacy of customers’ personal information. Data security is vital for companies of all sizes.

Still, marketing companies and internal teams must prioritize it because they frequently handle sensitive customer data like client names, emails, targeting information, and behavioral data. This data can help detect fraud, identity theft, and other bad things if they get into the wrong hands. A data breach could result in financial loss, harm a company’s reputation, and erode customer confidence.

Nowadays, people are aware of the dangers of disclosing personal information online more than ever before. Regulations have been written to establish standards for processing personal data, and customers are becoming less willing to do business with organizations that can’t ensure the security of their data.

For marketers, data security is essential. Given the enormous amounts of data marketers handle, they must ensure that data security is paramount. The motivation provided in this article should encourage marketers to implement top-notch data security measures into their workflows, which will benefit their company.

Swapnil Mishra
Swapnil Mishra
Swapnil Mishra is a global news correspondent at OnDot media, with over six years of experience in the field. Specializing in technology journalism encompassing enterprise tech, marketig automation, and marketing technologies, Swapnil has established herself as a trusted voice in the industry. Having collaborated with various media outlets, she has honed her skills in content strategy, executive leadership, business strategy, industry insights, best practices, and thought leadership. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.


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