The way that customer data has been gathered, utilized, and regulated has altered enormously over the past decade. Tracking tools like web cookies have surely opened the door for a massive surge in the sophistication of advertisement personalization and targeting, but have also enabled occasional privacy violations. Hence following a customer-centric approach to marketing in a privacy-first world has become the need of the hour for marketers.
Moreover, consumerism has made personalised marketing a requisite for nearly all kinds of businesses. For the purpose of personalising their marketing campaigns, such businesses tend to amass and analyse the data of their target audience from various sources such as social media data and purchase records to name a few. Holding so much valuable and sensitive information tends to make the databases of organisations susceptible to cyber threats like phishing attacks and malware to name a few. Hence, to escape these challenges, it is important that marketers optimise their data security infrastructure. A failure to do so will be harmful to the survival of such businesses, thus hampering an organizations growth.
Below mentioned are reasons that state why it is important for marketers to boost data security infrastructure:
To avoid legal trouble: Since data is undoubtedly the most vital resource in today’s contemporary times, the consumer data collected by marketers does carry a lot of weight. In case such important information is breached, manipulated or leaked in the public domain by cybercriminals, marketers might land up with multiple legal troubles for failing to adhere to data security procedures pertaining to safeguard the sensitive data. To evade these challenges, optimising data security must be a prioritized by marketers.
To make data collection and usage translucent: Laws like GDPR make it compulsory for businesses to allow their consumers know why their data is being collected. Hence, marketers must highlight on cybersecurity upgradation of their IT infrastructure to assure customers that it is safe and risk-free for them to hand over their data.
Hence having on board a forceful data security substructure from reputed security providers empowers businesses to be more transparent with their audience.
The above article is authored by Mr. Sonit Jain, CEO of GajShield Infotech.
