One of the most effective strategies for increasing engagement and keeping a brand top-of-mind is to provide cross-channel marketing. Every touch point enhances the relationship with customers and helps them understand the value of their product or service. That is why it is critical to ensure that this relationship is not jeopardized by a lack of data security.
The consumer journey in the digital world has never been more complicated. Customers interact with a brand through a variety of channels, including social media, mobile devices, email, and the website. That is why cross-channel marketing initiatives are so successful. It enables brands to create a uniform consumer experience across all of these touch points.
Cross-channel efforts, however, are disjointed, requiring a variety of third-party services to function. This not only adds to the complexity and potential for security issues, but it also makes the entire process more difficult to manage properly.
This is a major issue since consumers are becoming increasingly concerned about their online privacy. Maintaining effective data security measures is more than just a business imperative. It’s mandatory to keep customer data safe and secure. Any perceived lack of security or breach risk has an immediate and irreversible negative impact on the customer experience and brand.
It’s critical for CMOs to understand how data security fits into the equation when creating cross-channel marketing initiatives. A personalized consistent experience will only be successful if customers trust businesses to keep their personal information safe. Businesses will be able to provide a better brand and product experience to customers and prospects by knowing the potential security issues with cross-channel marketing and strategies for mitigating them.
Data Security in Cross-Channel Campaigns
Cross-channel marketing campaigns frequently necessitate the use of several interconnected third-party platforms and solutions. Managing these interconnected services necessitates manual input from the marketing team, as well as trust that each platform follows the same stringent security procedures. Because every integration has the potential for a breach, maintaining data security and privacy becomes significantly more challenging.
CMOs can send personalized emails to a certain portion of their user base. Unless the email marketing platform is fully integrated with the customer data management platform or the CRM, the team will have to manually move user information between the two services. There are two major concerns with this method:
- Customers’ data is generally transferred using a CSV, which implies they are intentionally creating an insecure document containing the customers’ sensitive information.
- The manual way of exporting a CSV from the CRM and integrating it into the email platform can result in user error.
When these concerns are combined with the reality that businesses have little to no control over how their customers’ data is managed by a third-party provider, a situation fraught with security and privacy risks is likely to emerge.
Every platform that brands use must be documented in order to comply with various data security and customer privacy standards. Every process that affects customer information must be documented; any issues can put organizations out of compliance and jeopardize customers’ trust in them.
The use of third-party data for personalized email marketing, web alerts and push notifications, will be regulated and scrutinized in the future. To summarize, in order for marketing initiatives to be successful, brands must ensure data protection across all channels.
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