SaaS Leaders Weigh In on the Future of Consumer Privacy

With the arrival of the consumer internet in the 1990s, companies began collecting data and haven’t really stopped since. Fast forward to today, there has been a jump in privacy concerns due to consumers becoming more aware of how businesses are using their data and how much data they’ve been collecting. 

For years, the topics of data collection and the sharing of consumer data, via third-party cookies, were considered an invasion of privacy. Thanks in part to consumer advocacy and privacy protections enacted by state governments, Google, Safari and Firefox have made the recent decision to disable their third-party cookies. New regulations like General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA) and the Virginia Consumer Protection Act (VCPA) are also requiring companies to double down on privacy. 

In this era of heightened privacy awareness and evolving regulations, staying informed is key to navigating the intricacies of online privacy. The Privacy Defend Blog emerges as a valuable resource, offering insights and updates on the latest developments in the realm of data protection. As companies grapple with adapting to the changing privacy landscape, regular engagement with platforms like the Privacy Defend Blog becomes instrumental in fostering a culture of proactive privacy management. By keeping abreast of emerging trends, best practices, and regulatory updates, businesses can equip themselves with the knowledge needed to navigate the complexities of online privacy successfully.

Therefore, it’s no surprise that concerns around privacy have presented some significant challenges for business leaders. Thought leaders from Indicative, Cheetah Digital and Jivox provided insights into how companies have misused data in the past and new avenues businesses can take advantage of in the future.

A Code of Ethics Needs to Be Established

It is common for many professions, such as lawyers, engineers and doctors to have a code of ethics. For brands, in particular, a code of ethics can define the best practices and provide a basis to meet compliance requirements. So, why is one not yet established for consumer privacy? As Jeremy Levy, CEO of Indicative shared in Datanami about companies’ usage of consumer data, “Perhaps the US government will intervene and pass some version of its own GDPR, but I believe technology will lead this charge. In the coming years, we will look back on the way companies used personal data in the 2010s and cringe.”

The Demand for First-Party Data

For many consumers, the idea of brands selling and misusing their data struck a chord. In fact, 73% of shoppers have chosen a brand only because it uses their data in a way that makes them comfortable. Cheetah Digital CMO, Richard Jones sees only one solution for a privacy-friendly substitute for third-party cookies — first-party data. As Jones shared with MediaPost, “Consumers are tired of being tracked. Google, Apple, Mozilla and the likes all know it, so, of course they’re pushing out new solutions that look like a safe bet to replace cookies.”

Identity and Personalization Will Improve Customer Loyalty

Today, many of us can’t scroll through Instagram or Facebook without seeing a product we’ve been eyeing — and it isn’t a coincidence. However, there is a contradiction between consumers wanting privacy and personalization. So, how can businesses deliver personalization while keeping consumer privacy top of mind? Jivox co-founder and CEO, Diaz Nesamoney believes it is a new era of consumer data control. As Nesamoney shared with 60 Second Marketer, “There are two ways brands can establish user identity while balancing personalization needs and privacy. Through User Login-based identity, also known as people-based marketing, or through first-party data and gathering data based solely on the consent of the customer.”

The topic of consumer privacy shows no signs of slowing down. Want to join the conversation? Contact Lindsey Groepper at BLASTmedia to find out how our team can help! 

How Does PR Affect SEO?

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One of the most common questions we get from our clients, especially in the sales process, is “how can PR affect SEO?” Let’s get one thing straight: PR alone is not a comprehensive SEO or link-building strategy. That said, there are plenty of ways PR coverage can impact SEO in a positive way. And because we understand the importance of defining the ROI of PR (especially for you data-driven SaaS marketers out there), we now more than ever find our efforts tying into those of the SEO team on a regular basis.

From working to secure natural, editorial backlinks in publications with a high domain authority, to ensuring contributed content has at least one target keyword phrase, SEO is an important part of our PR strategy for any client. 

Now, let’s dive into the nitty-gritty of how the two intersect, shall we? 

Continue reading “How Does PR Affect SEO?”

How Media Coverage Can Help You Get Acquired by Google

It’s no secret that many SaaS brands have ultimate aspirations to be acquired by Google. Luckily for them, over the past two decades Google and Alphabet have spent billions of dollars on purchasing new products and ideas, growing their products, talent and customer base through acquisition.

So, how does a company get acquired by a company like Google? Media coverage can help create the visibility and credibility necessary to get on an investor’s radar. 

Here’s how it happened for our client Velostrata:    

Before PR was a Priority

Before Velostrata began working with our PR agency, the cloud migration startup had a relatively low volume of media coverage. To generate visibility, they relied largely on paid content placements and event sponsorships. While Velostrata was known in the space, companies like 2nd Watch (backed by big brands like Amazon Web Service), dominated the conversation surrounding cloud migration.

Building a Foundation with Media Outreach

BLASTmedia began working with Velostrata to secure media coverage. The goal was to increase awareness and provide third-party validation that they could leverage with stakeholders and potential investors. 

We were able to secure top-tier coverage and briefings with target analyst firms by utilizing Velostrata-owned data and pitching commentary around trending industry topics. This allowed us to build relationships with outlets like TechRepublic, ChannelPartnersOnline and Silicon Angle, resulting in feature stories.

Key pieces of coverage, including CEO profiles and thought-leadership content, helped build the foundation for two key partnership announcements. Velostrata announced a channel partnership with RISC Networks and a cloud partnership with Google Cloud Platform. 

Leveraging Partnership Announcements

Velostrata positioned themselves within the marketplace by leveraging partnerships through announcements. While partnerships provide value on their own, Velostrata got their brand in front of the right people through strong PR support. By using the news of both partnerships to increase visibility, we were able to secure even more pieces of coverage for the company. Articles included a feature in CRN, interviews with DZone, and news of the partnership in CIO Dive.

Aspirations Realized: Acquired by Google

Following the Google Cloud Platform partnership announcement which drove more than 150 sessions on Velostrata.com, Google announced plans to acquire the company. The culmination of quality media coverage, elevation of thought leaders, and targeted briefings with analysts helped position Velostrata for a successful exit and acquisition by one of the world’s largest internet companies.