Data is the lifeblood of any good marketing campaign. But in recent years, how this is used has come under increasing scrutiny. Tougher transparency laws and news of large-scale data breaches have revealed just how much personal data companies actually hold, as well as how important and valuable it is.

For instance, according to 2023 figures from Statista, over 60 per cent of people in the UK said their awareness of how personal information is collected and used had grown in the previous three years.

With people more concerned than ever about the privacy of their personal data, this means marketers need to be sensitive about privacy and gaining the consent of individuals when using their data. So what does this look like in practice for campaigns?

Coping without cookies

For some time now, marketers have been bracing for the possibility that one of their most useful digital tools - third-party tracking cookies - would be going away. Last year Google announced it would phase these out for all Chrome users by the third quarter of 2024 as part of its proposed 'Privacy Sandbox'.

However, there has been some positive news for users of cookies since, as the company recently U-turned on this, abandoning its plans to drop cookies entirely in favour of changes that aim to give users an "informed choice" about their browsing.

This indicates just how challenging it has proved to move away from a technology relied on by so many advertisers for activities such as retargeting and personalisation. However, it has left the sector facing yet more uncertainty about what the future may hold, as it remains to be seen how the Privacy Sandbox will work.

This is likely to still involve some extension of Google's current cookie-blocking options, which could mean they lose some of their effectiveness. As such, it will be vital that professionals continue planning for a cookieless future and develop alternative, privacy-safe ways of targeting users.

What does consent mean for B2B marketers?

Another issue is how firms actually use the data they collect. In today's environment, privacy rules such as GDPR have strict requirements for how data is processed and shared, and almost everything companies wish to do with this will require consent from the user. The days of assumed consent, where data could be used unless an individual explicitly opts out, are over, so marketing activities must reflect this.

Some B2B marketers may think this will not apply to them if they are focusing on businesses. However, consent-based marketing is essential for all brands, including B2B firms if they are targeting key decision-makers. This is because information about employees of a company is classed as personal data, including names, email addresses and phone numbers.

Indeed, the Information Commissioner's Office is specific on this, noting: "If you can identify an individual either directly or indirectly it will constitute personal data even if they are acting in their business capacity." Therefore, consent for the use of any data must be gained.

To qualify as consent, a few key conditions must be met. These are:

• Freely given - Consent must not be obtained by pressure.
• Specific - You must state exactly why you want data and how it will be used.
• Informed - Individuals must know what they are agreeing to.
• Withdrawable - A person may change their mind and opt out again at any time.

What must marketers do to adjust to this landscape?

It's important that marketers work hand-in-hand with privacy and compliance teams to make sure they're meeting customer expectations. However, this can prove challenging as, according to Forrester, only 17 per cent of organisations have marketing competencies or skills in their privacy teams.

In order to be successful, a focus on privacy should be embedded throughout an organisation's culture. This has to start from the top, as if C-suite executives are onboard, this will make it much easier to filter down to other departments.

Frequent training for all members of the marketing team on their responsibilities is also a must. Close collaboration between marketing pros and privacy/legal teams also helps bridge any gaps in knowledge and ensures everyone understands how to apply these principles to marketing activities without compromising on performance.

Done right, privacy can be a powerful differentiator for a brand. It can demonstrate a company is trustworthy and cares about its customers. According to Cisco, 79 per cent of people consider this a buying factor, so openness and transparency about privacy and consent must not be overlooked when planning a campaign.