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Recommended Read #5: The End of Privacy?

Doug Heise, VP Marketing

Doug Heise

New Laws and Changing Attitudes Towards Data ProtectionNow that the EU’s new digital privacy laws have launched and with the ongoing scandal at Facebook over the Cambridge Analytica revelations, it seems like a great time to get up to speed on the latest news in the world of digital privacy and data protection.

In this new environment, companies that provide transparency about data collection up front, as well as easy ways to opt out, will be able differentiate themselves as trustworthy – perhaps even taking market share from competitors who don't.

Meanwhile questions rage: How much loss of privacy will consumers ultimately accept? Are we on the verge of a major reversal in privacy laws? Only time will tell. In the meantime, here are some additional articles to keep you abreast of the latest developments.

Those of you who are still trying to figure out what Europe’s new General Data Protection Regulation (GDPR) laws are all about had better start studying now – and fast. The official compliance date is this Friday, May 25th.

But don’t worry, Nitasha Tiku, writing for Wired Magazine, has a great summary of how this new set of regulations will change the way we do business online: Europe’s New Privacy Law Will Change the Web, and More

Sheera Frenkel of the New York Times also provides a good summary of the upcoming changes in EU privacy laws here: Tech Giants Brace for Europe’s New Data Privacy Rules

Read about virtual reality pioneer Jaron Lanier's vision for an ad-free future: Facebook and Google need ad-free options says Jaron Lanier

And check out the Guardian's continuing coverage of the Cambridge Analytica situation here: The Cambridge Analytica Files

That should keep you busy. Let us know if you have find articles worth sharing!

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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