CCPA compliance is top of mind right now for many marketers.
With the passing of the compliance deadline and the enforcement deadline looming, adhering to this omnibus regulation that benefits residents of The Golden State has been at the top of the to-do list for marketers.
And while these marketers and their teams have successfully created tactics and processes that will support CCPA compliance, some are missing the main point of the legislation. And it could doom them to failure in the future.
This blind spot is that they don’t have a vision for how to make privacy and consumer rights not just a marketing function, but an ongoing operations strategy. In fact, companies that can look beyond CCPA compliance and privacy best practices to see the bigger picture will earn a competitive advantage in the future.
Marketers familiar with CCPA compliance requirements know firsthand that consumer rights are at the core of the law’s primary purpose. It gives California consumers the right to choose what data gathering and use processes they want to be a part of from a company.
Consider that 77% of consumers want to choose how, when, and where companies communicate with them. And 84% of consumers say the level of protection of data and personal information a company provides majorly influences their purchasing with that company over a competitor.
Doing everything in your power to create a consumer-centric, privacy-first brand is in your best interest now more than ever. Putting consumers in control is your best bet if you want to increase engagement, trust, and ROI.
The numbers support it: today’s consumers say they’re more willing to opt in to give brands their personal information when brands ask for it upfront instead of track it secretly. Transparency goes a long way with today’s privacy-first consumer rights mindset.
Privacy Management Software
If you use spreadsheets and other manual tasks to complete CCPA compliance, you may be in for a wake-up call. Many other international and national laws are in line to be passed, and manual processes may not scale.
Privacy management software is essential to succeed beyond initial CCPA compliance. It can help you increase your efficiency and accuracy by automating complex or high volumes of privacy management activities. This includes data mapping, maintaining data inventories, and completing third-party assessments. You can also use it to maintain consistency across your digital assets to make sure privacy-related items are updated regularly.
There’s way too much customer data to store, update, and track when it comes to the CCPA and other privacy regulations and frameworks. Privacy management software is a lifesaver when it comes to these tasks, saving you the hassle of having to do it all by hand and helping you avoid the inherent risks caused by human error.
Future-Proof Your Privacy Strategy
Another common mistake companies make after executing CCPA compliance is laying off the pedal on all privacy-related strategies and tactics. It’s such an easy trap to fall into. Once all the requirements are met for regulations and frameworks, it can seem like it’s time to wipe your hands of them.
The opposite is true.
Privacy laws are constantly being updated with addendums to the original rules. And more importantly, consumers are moving more and more towards supporting companies that allow them to be in control of how their own data is used.
This is the future of privacy and one that all companies, whether or not you’re affected by CCPA compliance, would do well to pursue.