In this final of our 7 trends for marketing, particularly B2B marketing, we highlight privacy-first marketing. We are all familiar with GDPR, cookies and the importance of careful and ethical data use. Privacy-first marketing prioritises data privacy and customer rights while still allowing marketers to access the data they need for insight.
Over and above remembering to provide an opt-out option on marketing communications, what other current trends and practices should you be aware of?
7. Privacy-First Marketing
In January 2024 Rafael Golan published a thoughtful global summary on the rise of privacy-first marketing. As the imperative for privacy-first marketing grows, adapt your strategies accordingly:
- Develop robust data privacy and security measures. Privacy-first marketing is an organisational mindset. Cyber Essentials is an obvious area to investigate. Have a look at this handy guide by Flex IT to get you started: https://www.flex.co.uk/it-solutions/it-security/10-steps-cyber-security
- Focus on building trust through transparent privacy-first data practices and communicating this in your marketing. It’s good practice to ask for permission first – and strong brands are built on advocates who opt in to receiving communications.
- Leverage first-party data effectively as third-party cookies phase out. Ethically gather data onto your own systems, rather than relying on third-party platforms (such as Google and LinkedIn) which can change requirements (and logarithms) without notice.
Over this series we’ve looked at 7 marketing trends for 2025. AI, Emerging Technologies, Customer Experience, Content, Sustainability & Ethics, Agile Marketing and (here) Privacy-First Marketing.
As ever, it’s a rapidly evolving landscape – and it can be tricky to keep track and work out what is useful for your specific organisation. However the foundations still apply – starting with clarity on your ideal client. For help with getting the foundations right, and with creating systems and processes to grow, scale and exit simply email me or book a quick call.