As the world slowly moves to a cookie less landscape, it has become essential for enterprises to manage privacy and compliance.
The privacy laws globally are evolving to protect the customers’ right to privacy.
B2B enterprises need to ensure they comply with all the applicable regulatory compliance policies to offer an enriched user experience. Businesses were completely dependent on cookies to deliver customized customer experience, so going cookie less is imposing significant challenges on the workflows. However, it may be the case that organizations have to revamp their workflows to have minimum impact on efficiency and stay compliant in a cookie-less future. Here are a few tips that B2B marketers can implement to ensure 100% compliance with all the regulatory policies.
Deliver a transparent user experience
Users today expect enterprises to respect their right to privacy and do not believe in giving blind consent to all the Call to Action (CTAs). B2B marketing teams need to be very vigilant while gaining the users’ trust. Enterprises can set transparent data collection processes by making the user aware of how and when the data will be collected, analyzed, and used. Setting transparent data collection objectives will help businesses to put the users’ minds at rest on how the data will be utilized. It is one of the most effective ways to stay compliant with all the policies and gather more data.
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Evaluate all the digital assets
Businesses today generate a huge volume of data that they gather, store, and process as per requirement. CMOs should consider implementing regular audits of all the marketing assets to identify potential compliance threats. These audits should evaluate all the digital assets based on the internal compliance requirements, applicable laws, and other industry regulations. Organizations need to thoroughly scrutinize the entire process to find all the potential drawbacks while meeting compliance.
Set proactive opt-in and opt-out processes to be compliant in the cookie less future
It is crucial for businesses to get customer consent to collect their data and use it for marketing purposes. Some governing authorities allow enterprises to set cookies without direct consent from the users. However, the clients should have a proactive and visible option to deny the cookies and reselling of data to third parties. General Data Protection Rules (GDPR) need an opt-in process in which the user has to give specific, informed, and unambiguous consent through a clear affirmative action. All the compliance laws do not enforce strict opt-in systems in the presales, but they expect businesses to have an accessible and easy opt-out process to improve data privacy management. Enterprises that integrate the opt-in process in the start will help them to gain the agility to respond to the impact of the cookie less future more efficiently.
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Link cookie banners to privacy policies
Cookie banners are a significant part of any user browsing experience and are essential for all enterprises to integrate into all digital assets. Summarizing the entire privacy policy in the pop-up banner will convert the banner into a page that will hamper the user experience. Enterprises can give a CTA to the privacy and policy page in the cookie banner to increase transparency. The redirect page should not only have all the organizations’ privacy policies but all the list of cookies they can choose from.
Store the consent records
Industry veterans suggest that organizations should store the consent records for five years. Businesses need to securely store the data, which needs to be easily accessible whenever required. It is one of the most effective ways to prove business compliance during audits.