In today's digital world, personal data has become a key resource for marketing strategies. However, the increasing volume and availability of this data requires marketers to adhere to high standards for its collection and processing. Here are some principles of correct collection and processing of personal data in marketing:
Personal data must be collected and processed on a lawful basis and for an honest purpose. Users must be informed about exactly what data is collected, for what purpose it is used and to whom it may be transferred.
Personal data should only be collected for specific, clearly defined and lawful purposes. Marketers should avoid collecting redundant or unnecessary information and only use information that is necessary to achieve marketing goals.
Marketers should limit the collection and storage of personal data to the minimum necessary. This means that only the data that is necessary to achieve marketing goals is collected and is not stored for longer than necessary.
Marketers must ensure the accuracy and relevance of collected personal data. They must regularly check and update information and allow users to make changes to their personal data.
Marketers must ensure a high level of protection of personal data against unauthorized access, loss or alteration. This means using data protection and secure connections, as well as restricting access to data to authorized persons only.
Suppose a marketing company collects data about its customers for personalized advertising campaigns. Instead of collecting a large amount of customer data, it focuses on collecting only basic information such as name, email address and age group. In addition, it provides an opportunity for customers to opt out of receiving personalized advertising messages.
One example of improper collection and processing of personal data in marketing is a situation where a company collects personal data of users without their proper consent or without informing them about it. Example:
A company that offers online services automatically collects information about visitors to its website, such as IP addresses, site usage data, location and other personal data, without notifying visitors or asking for their consent. This data is then used to create customized advertising that may be intrusive or inconsistent with users' interests or needs.
This approach violates the basic principles of personal data protection, such as transparency, the principle of "consent", limitation of finality and security. Information about users must be collected and processed only with their consent and in accordance with specific purposes, and must be adequately protected against unauthorized access or use. This approach can lead to violations of the law on personal data protection and deterioration of the company's reputation among customers and consumers.
Correct collection and processing of personal data in marketing is an important element of ensuring trust and customer relations. Following these principles will help marketers build effective and ethical marketing campaigns that will help their business grow.
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Serhii Floreskul
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Violetta Loseva
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