What are the consequences of underinvesting in data security and privacy programs? Of course, the first thing that comes to mind are regulatory fines. But the ultimate price companies pay, in this case, is trust.
The importance of data and analytics has motivated most companies to rely heavily on implementing advanced technologies such as marketing automation and expanding their information portfolios. As the most important business asset, data requires more and more attention.
Does this mean that those who collect more data have more power? In a way, they do. But with great power comes great responsibility. And that responsibility includes understanding the type of data captured, how it can be used, and how companies can keep sensitive digital assets secure.
The credo of many tech companies is to boldly go where no company has gone before. This is very much the case for businesses that are striving to expand their information portfolios by implementing marketing automation.
Naturally, informed behavior is now the new norm. But it inevitably comes down to data protection which, among other things, helps to maintain the trust of your customers.
Let’s explore in more detail the role of data security in marketing automation and why companies need to leverage it to drive even more business value.
What makes data security important
The primary goals of data collection are to understand the audience, make required product improvements, and improve the customer experience. But as data processors, companies must follow rules and regulations regarding the use or reuse of that data for specific marketing purposes.
Companies offering marketing automation solutions serve as data processors. Since marketers rely heavily on tracking and analytics, most brands choose to implement automation solutions that provide the critical data needed for strategic marketing decisions.
Here’s why marketers should focus on implementing only compliant and secure solutions.
It’s no secret that every customer and prospect trusts a company by filling out contact forms, subscribing to newsletters, or signing up for free trials. So, although sharing personal information may not seem like a big deal, it actually is for every user.
Today’s consumers expect companies to protect their information and use it only in their best interests. As a marketer, you should ensure that the tools and automation solutions you use comply with all data protection principles and follow the rules accordingly.
Check data protection capabilities
Data protection is the top priority for most companies that offer marketing automation solutions. However, as a customer, you must ensure that the company’s data center and network architecture is designed with data protection in mind.
In a nutshell, an organization must adhere to global compliance standards. Take the example of Phonexa’s suite of marketing automation solutions. The company ensures asset security through cloud services that adhere to standards such as the Internal Organization for Standardization (ISO) and the International Electrotechnical Commission.
Additionally, it is crucial for companies acting as data processors and offering marketing automation solutions to pass a SOC 2 compliance audit. This way, their customers and users can be assured of the security of their personal information.
Importance of preventive controls
You’ve probably heard the expression: “A chain is only as strong as its weakest link.” Unfortunately, this is very much the case with vulnerability and system penetration testing.
Although cloud solutions are incredibly comfortable to use, they should have preventative security plans in place. As a result, some companies choose to cooperate with external security partners, relying on their expertise in the field. They make it possible to carry out several security checks each year, to reduce risks and to protect user data.
It is worth mentioning that companies should also perform weekly vulnerability assessments to ensure that their systems are well protected against possible incursions. Technical teams of in-house experts often conduct such measurements.
Whatever the case, for the company providing you with marketing automation services, you need to make sure that they can handle even the most notorious cyberattacks.
Verify CIPP Certification
When it comes to marketing automation platforms, key personnel in their business should have CIPP certification relevant to a specific region. As the most comprehensive privacy and data protection certification program, CIPP provides meticulous training in privacy-protecting technologies and helps company personnel manage all legal requirements.
Respect for privacy
Prioritizing data security is the number one task for any business. As a marketer, executive, or business owner, you need to build customer relationships, deliver great customer experiences, and ensure safety.
When you choose a marketing automation solution to collect and store your data, the company has a duty to provide verifiable compliance and to make it easy for you to use appropriate data security procedures. Ultimately, it is imperative that all parties invest in data protection. If not, how can you ensure meaningful returns?