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Online Privacy Issues in Industrial Marketing | Manufacturing Marketing

Online Privacy Issues in Industrial Marketing

industrial manufacturing marketing

One page on your website can increase sales while fending off bureaucrats. Yes, online privacy matters.

The buyer / seller dance has completely changed with over 80% of sales inquiries coming from buyers who have researched their choices and decided upon their vendor without sales interaction. Your website is your sales representative to identify, qualify and nurture prospects. Offering additional information based upon the individual visitor allows for a tailored experience, encouraging greater interaction. This is only possible when the visitor shares personal details in trade for ever more specific information.

Trust must exist for sharing of personal information to occur.

So, how does an industrial website build trust with an initially anonymous visitor? Transparency. By clearly stating what information is gathered and how it is to be used, visitors are more comfortable in sharing data about themselves. These statements are contained in your online Privacy Policy.

The Privacy Policy should be available as a link on every page of your site. If cookies are used, their purpose should be revealed. When people have a degree of control over what is shared, and understand how the information will benefit their experience with a website, they are more apt to provide their personal data. It becomes transactional.

As an example, to receive our newsletter we need your email address. If we also have your name we can personalize the messaging while providing information which interests our general audience. White papers cover specific topics in greater depth. For access to these, we would require company and industry detail. This allows us to know who is reading which information, allowing us to respond more intelligently as this process carries forward. Relevant data helps your experience, even when it is to decide that what we provide is not what you’re seeking. Knowing that you can opt-out at any point, the “right to be forgotten” in EU speak, keeps control with the visitor.

If your company is online, you have an international presence. If this turns into business, you are subject to differing legislation concerning privacy and the information which can be gathered. Your Privacy Policy is the key to satisfying these various regulations.

Transparency is insurance against regulatory bureaucracies.

The power of the software which enhances our internet experience is both a blessing and a curse. Amazon can make intelligent suggestions with the data you provide about your preferences. Government secretly gathers enormous amounts of information for unknown future purposes. The difference in these scenarios is personal control of your data and clearly stated intentional use. Build trust by clearly stating what is gathered, how it is used, if it is shared and how to opt-out.

Finally, pay attention if you’re entering a new market internationally to insure your process complies with regional legislation. Below are some relevant links to specific documents and regulatory government bodies.

photo credit: Maryland govpics, Jay Baker at Annapolis, Md. cc

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