Why You Need to Take Back Ownership of Your Customer Relationships
You might think of yourself as a digital marketing master. After all, you can target customers based on their location, age, and interests, and you can use all of this information to shape your visual marketing campaigns. But where does all this information come from? And who owns it? The likelihood is that it’s not you.
Seventy-seven percent of small businesses in the United States use social media for marketing, and you’re probably one of them. Social media marketing is easy. It’s effective. It’s great for business. These platforms provide you with unparalleled insights into your customers. But, this could all change. In response to recent legislation, sites like Facebook are tightening up data privacy and security, and this could influence how you access customer information on the platform. Soon, you might have no data for your visual marketing campaigns at all.
What’s Going On?
You’ve heard the recent horror stories: Stuff like the Facebook-Cambridge Analytica data scandal — where political consulting firm Cambridge Analytica harvested personal data from Facebook profiles without people’s consent — has hit the news recently and raised questions about data security and privacy.
Pressure from the government and public perceptions toward data privacy has transformed the way platforms like Facebook collect and share data. Recently, a former Federal Trade Commission executive claimed that the agency could regulate how Facebook handles and stores personal information. This will have a trickle-down effect and make it harder for marketers like you to utilize data about new and existing customers. A lack of proper data will impact the way you create videos, engage with prospects, and generate sales.
Recently, Mark Zuckerberg said Facebook would shift its focus to privacy, and this could impact private messages, groups, and stories.
So what can you do about it all?
You Need Your Own Database
It’s 2019, and there are plenty of legitimate ways to collect all the information you need to fuel your visual marketing campaigns. Sure, using websites like Facebook and Twitter is convenient, and you have access to huge pools of data, but this is not your data. You don’t own it. Someone else does.
The problem with relying on social media for data collection is that these sites can change their rules at a moment’s notice, and this could impact your digital campaigns. Don’t hedge your bets on social platforms.
Just last year, Instagram announced changes to how marketers could collect data from their APIs. Collecting data based on targeted hashtags is now a no-no on the old Instagram Platform API. OK, this is a relatively small change that won’t make much difference to your visual marketing campaigns. But who’s to say there won’t be a major change that will completely restrict the way you access customer data?
Focus on collecting declared data from your customers, instead. Make sure your data collections are fully GDPR-compliant.
What to Do Next
Don’t wait until Facebook or Twitter completely restricts access to customer data. (Yes, it could happen!) Using a customer marketing platform provides you with all the customer intelligence you need to generate leads and move them through your sales and marketing funnels. You can create quality customer experiences by providing them with the tools they need to become more creative.
iSnap is a customer marketing platform used by the world’s most dynamic brands. Use it power your visual marketing campaigns and improve conversions, click-throughs, and customer satisfaction. It will give your customers a reason to share content and information.
If you use social media for visual marketing, you’re not the only one. The problem is, sites like Facebook can change their security and privacy procedures whenever they like and make it difficult for you to access data. Making the switch to a proper customer marketing platform like iSnap will provide you with insights into your customers without relying on anyone else.