Whether in Digital, Internal Communication or E-commerce, it is necessary to think about LGPD and ways to protect the consumer, without leaving aside the urgent needs of Marketing.
Investing in data protection is a priority for every company – and if it isn’t, it should be. Focusing on this action is mandatory in Brazil, as provided for by the Data Protection Law (LGPD), which aims to protect and regulate data processing, in addition to penalizing non-compliance with the rules. Even though this is a requirement guaranteed by law, this practice has not yet become a reality in organizations. In Marketing, specifically, it is more than necessary to know how to use data.
Whether in Digital Marketing, Internal Communications or E-commerce, it is necessary to think about LGPD and ways to protect the consumer, without neglecting the urgent needs of Marketing. For Everton Lima, Head of Data at Yooper, an agency specialized in Digital Marketing, LGPD directly impacts Digital Marketing as we know it and one of the topics that most concerns advertisers is the death of cookies.
It has become very important to anonymize user data and dominican republic whatsapp data improve the ability to measure data in order to work on strategies. “Companies are being challenged to rethink their approaches to collecting information online, working increasingly with first-party data, which is data collected by the company itself. This requires the adoption of more ethical and transparent strategies, ensuring user privacy while obtaining relevant data for their operations. Martech is the most talked about topic in the market to solve this problem, using Marketing Technology to build more intelligence in analyses and in structuring information,” he said in an interview with Mundo do Marketing.
The importance of Data Security for the market
With the advancement of the digital market and the popularization of digital media, more people began to embrace technology. As a result, in 2006, Europe took the initial steps towards regulating how user data should be used and handled. Convention 108 created some guidelines and raised awareness about data security, and especially the idea that there is in fact a person behind this data and that it is necessary to invest in the security and protection of this information.
As a result, regulations such as GDPR in Europe and LGPD in Brazil were created, and from then on, the entire relationship between brands and users/consumers changed completely. All e-commerces must comply with these standards to avoid penalties and ensure ethical operations, thus increasing consumer confidence, as they can buy online more safely, knowing that their data is being treated with respect and care.
“One of the main points is respect for the person who provides their data. Nothing is more annoying than being exposed and starting to have problems with it. It is important to keep in mind that privacy must be the main pillar of the business, both so that users trust the company more and to avoid legal penalties that can represent up to 2% of revenue, according to the LGPD. A well-defined structure, with rules and correct storage, ensures the prevention of fraud and cybercrimes, increasing competitiveness in the market. When they perceive solid and responsible management regarding their data, customers give preference over the competition, generating a relationship of trust and much greater proximity”, explained Leandro Furlan, Tech Manager at Adtail, a full-service agency, in an interview with Mundo do Marketing.
Importance of LGPD
Before the LGPD was created in 2018, there were no means of ensuring that user data was respected. With this regulation, minimum structures and precautions were defined, giving the market until August 2020 to adapt, and from then on the regulation could be legally applied. “One of the main points of the LGPD was to prevent data from being used for something not defined at the time of its acquisition, such as sharing with third parties (soon you will receive a call from another place with which you have never had contact, for example)”, said Leandro.