MARKETING IN THE AGE OF PRIVACY

Suvish Viswanathan

Head of Marketing- Europe, Zoho Corporation

THE EVOLUTION OF MARKETING

Newspap

er

Radio Television Emails SocialDigital

Mid 1920s 1930 1950 1990 2000s Mid 2000s

DIGITAL & DATADigital Evolution leading to Data

Explosion & Abuse

163 ZETTABYTES

According to IDC, it is estimated that

of data will be created globally by 2025.

Sources

of data

Emails

Cooki

es

Lead

forms

Paid

source

Conne

cted

devices

Store visits

Social media

THE QUESTION OF PRIVACY!Consumers’ standpoint

*Source- Accenture study on GDPR, Sample size- 2012; Age group- 20-40

87% of the consumerssay that safeguards aren’t enough to protect

personal information.

*Source- Accenture study on GDPR, Sample size- 2012; Age group- 20-40

61% of the consumersbelieve getting relevant offers is more important

than

keeping their online activity private.

YET!

THE QUESTION OF PRIVACY!A threat or an opportunity to marketers!

How many of you

felt clueless after

the recent

updates in

PRIVACY LAWS

across the world?

Didn’t have the clarity back then. But, I’m

good now.

Still confused.

It was quite clear and we took that as an

opportunity to hit the

reset button.

TAKING PRIVACY AS THE

MARKETING STRATEGY• GDPR Compliance Vs. Customer trust

• Redefining the 4 Ps of Marketing in the age of

privacy

MERELY, A

COMPLIANCE

EXERCISE

AN

OPPORTUNITY

TO REBUILD

CUSTOMER

TRUST

OR

Privacy laws for you?

THE 4 PsREDEFINED

PRIVACY

RESPECT USER

PERMISSIONS

OBTAIN

PERSONALISE

FOR THE

RIGHTAUDIENCE

RELOOK AT

THEPRACTICES

TRANSPAREN

CY TRUSTACCOUNTA

BILITY

THE IMPACT OF

INCORPORATIN

G

THE 4 Ps

BUILDING A MARKETING

STACK• Integration in the era of privacy

• Building a marketing stack- recommendation

Keeping ‘Privacy’ at the core!

12-31 tools

An average marketer uses

for managing campaigns & data

*Source- Too Many Tools? New Data on the Complexity of Marketing Technology; blog.hubspot.com

THE

PROBLEM

AREA

How many tools

for marketing

do you use?

3-5

6-9 10-12

More than

15

I’ve lost

track, it just

keeps

coming

BUILDING

AMARKETIN

GSTACK

Analytics

Engagement

Analytics Support CRM Campaigns CMS E-Com

&Decision Making

Virtual DBAnalytical

Engine

CRM

ANALYTICS

BOTS

WEBSITES

EMAILS

HELPDESK

SOCIAL

CONNECTING

THE DOTS

Sales, Marketing & Customer Success tools

that are designed to work together and build

unique experiencesMeet us at stand #T620 and see it live.