“As we move into 2024, the challenge of adhering to consumer privacy regulation is increasingly complex. In the US, more state-level consumer privacy laws will be enacted; in 2023 alone, seven states passed new privacy laws, bringing the full number to 13. California has made it very clear they are serious about enforcement of CCPA, which begins in March and allows consumers affected by privacy violations to seek damages. What’s more, companies who think they're already compliant with global and US privacy laws may not be — many will find themselves on the hook for violations they assumed their existing systems protected against and/or they never knew were considered infractions. 

But here’s the good news. It IS possible to prioritize privacy compliance along with personalization and effective marketing. With better education, technology, and collaboration across departments, there doesn’t have to be a trade-off. And, it starts by ensuring privacy and compliance are at the heart of the way marketing teams operate,  which can be achieved through the use of privacy-by-design frameworks.

Building consumer trust, maintaining marketing agility, and enabling compliance with global privacy regulations is paramount to reaching customers effectively this year. Within this framework, leading with privacy as a default setting ensures privacy measures are fully integrated components of the system, and that important steps like automatically blocking or allowing tracking technologies based on consent are proactively accounted for. The utilization of the privacy-by-design framework opens doors to and safeguards more effective personalization, targeting, and marketing programs.

Some marketers may be positioned for high-impact personalized audience targeting AND strict privacy compliance —but it’s currently a small group of innovators. At CHEQ, we’re excited for this to become more of the norm in 2024.”