Data Privacy In Singapore: Key To Responsible Marketing
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Feb 05 2020

Data Privacy In Singapore: Key To Responsible Marketing

Written by Carlo Angelo Suñga

Data privacy is one of the primary concerns for consumers and SEO companies, not just in Singapore but worldwide. It’s one of the most important aspects of digital marketing that businesses should avoid overlooking. 

 

Ultimately, failing to comply with Singapore’s data privacy rulings will deal a severe blow to your business! That’s why it’s important that your website is abiding on those rules.

 

While the digital landscape continues to evolve, some problems remain the same: following the rules of data privacy. But it’s more complicated than that. To further understand how you should follow the rulings, you must first understand the meaning and purpose of data privacy.

 


 

Data Privacy: What Is It?

 

Data or information privacy refers to the relationship between collecting and disseminating data. In the digital marketing industry, keeping your consumer’s data safe is always a priority. Without it, not only will it deal a massive blow to your business, but you’re prone to legal consequences.

 

The information data privacy laws worldwide are mostly the same, but each of them differs depending on the country. In Singapore, the data privacy law is called the Personal Data Protection Act.

 

There are three concepts to consider when it comes to the PDPA: consent, purpose, and reasonableness.

 

  • To collect and deliver data with the user’s consent.
  • To disclose data with the right intent.
  • To utilise gathered data for appropriate reasons.

 

In short, the way you gather and distribute consumer data is crucial for your search engine marketing campaign in Singapore. Since noncompliance with the PDPA will result in harsh consequences, always keep tabs on how you manage and secure the consumer’s data.

 

If you don’t comply with the rulings, you’ll face the following consequences:

 

  • For individuals: Fines not exceeding S$5,000-10,000 (depending on the offence) or imprisonment of up to 12 months
  • For organisations: Fines not exceeding S$50,000-100,000 (depending on the offence)

 


 

Digital Marketing: How To Respect Data Privacy

Ensuring safe and secure data privacy is more important than ever in the digital marketing industry. As businesses lean toward personalised marketing, it also gets riskier to balance privacy and personalisation.

To get a better understanding, here’s how many people in Singapore trust digital services—only 1 out of 4! The study highlights who there’s a massive distrust from Singaporeans to organisations that offer digital services. Not surprisingly, security and privacy are the reasons behind such loss of trust. For that reason, respecting data privacy is a must.

 

How can you market your business while respecting data privacy? Here are some tips to keep in mind:

 

1. Gather Data (The Right Way)

No one likes the idea of having their data being seen by any third-party viewers. That’s why you should always ask for the consumer’s consent before gathering their data. Offer your rules and regulations, then make sure the user agrees with everything listed.

 

2. Beware of Hackers (And Viruses)

There’s always the risk of hackers and viruses invading your cyber-security. The solution is to lessen the risk of losing consumer data by improving enhancing your security with advanced software and other tools. That also means you should invest in quality software, as unreliable tools can only increase the risk of theft and invasion of privacy

 

3. Establish Trust

Since many Singaporeans don’t trust online services, it’s your responsibility to assure them that your business is 100% reliable. After all, trust the very foundation of any business, and without it, you won’t establish relationships with your customers.

 

To establish trust with the audience, create quality content and be consistent. It will take time before you can gain the full trust of your audience. But to make things easier, consider reaching the right consumers by marketing on social media in Singapore. By doing so, you can define your audience and initiate relationships with your target market.

 


 

Food For Thought: Transparency Is The Key

 

Connecting with your consumers will rely on one thing: transparency. Customers value transparency most of all because it represents trustworthiness and dependability. Once you have the consumer’s trust, only then will you be able to gather data with consent and intent.

 

With that said, how can you prove your brand is trustworthy?

 

  • Prove your brand is trustworthy: Your audience will trust your brand once you’ve shown your certifications and security logos. You can create a separate web page where users can view your certificates.
  • Communicate with customers: Whenever you’re using gathered data, always notify the customer first. Consent is the first step to transparency, after all.
  • Offer rewards: Who doesn’t enjoy freebies? Prove your brand is worthy of the customer’s trust by offering rewards for their engagement and purchases.

 

In the end, honesty, consistency, and clear communication are some of the principles of responsible marketing. Respect the PDPA rulings, and you’ll have a safer time marketing your brand—free from fear of theft or invasion of privacy!

 

Need to know more about digital marketing? Get in touch with our digital marketing agency now for more details.

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