Ironpaper's 2023 Digital Privacy Predictions

The digital privacy landscape has been shifting more towards the individual's right to privacy for years, and digital marketers need to ensure they can work effectively without access to third-party data. Sam Ward, Associate Director; Tim Maurizio, Growth Manager; Sarah Ceilinksi, Market Insights & Strategy Manager; and Chantel Hall, Marketing Content Specialist, discuss digital privacy concerns B2B marketers should note for the new year.

According to Sarah Cielinsk, "Data governance will be a hot topic as real life blends more with AI, virtual reality, and the metaverse." Because cybersecurity is such a challenge for companies, data governance will only grow in importance. We may see companies building out larger data governance teams to tackle this issue in 2023.

“I think one of the biggest considerations for any industry or marketer right now is the public’s growing desire for privacy and autonomy over their personal information.”

-Sam Ward, Associate Director

Sam Ward believes this shift in privacy laws and regulations is one of the most important issues for digital marketing to address right now:

One of the biggest considerations for any industry or marketer right now is the public's growing desire for privacy and autonomy over their personal information. We'll continue to see new laws and regulations that protect consumers, and that's going to mean that our digital marketing technology will change and adapt. Our marketing practices will have to follow. 

We need to be proactively thinking about what we can do to continue to reach our audiences in meaningful ways while respecting their privacy.

Instead of waiting for a new law or regulation to pull the plug on third-party, Ward says, "I would absolutely encourage any marketer out there to avoid using third-party data. With tightening restrictions around user privacy, I think we're going to see the fall of third-party data in the coming years, so we need to ensure that, as marketers, we're not relying on that data to do our jobs. 

The good news is that B2B buyers will be more willing to give you the data you need to nurture them effectively through the sales funnel — as long as they see you as a trusted source for the information they need. Tim Maurizio says, "People are now more willing to give their information for something they want or need. I have seen ups and downs around this, but I'm seeing now that people aren't scared to give up their information if you're a trusted source. The question is: how can you show that you are trusted and that you have the content they want?"

“People aren’t scared to give up their information if you’re a trusted source. The question is: how can you show that you are trusted and that you have the content they want?”

-Tim Maurizio, Growth Manager