Marketing Privacy and Security Predictions for 2022

On the marketing privacy and security front in 2022, things are going to get worse – and better.

That’s just the way technology seems to march forward. Progress isn’t always positive, but it is relentless and there are always people and organizations pushing to make that progress beneficial to consumers and marketers alike.

Getting more specific in my predictions for marketing privacy and security issues in 2022, here are a few ideas to keep in mind for 2022.

Get Your Privacy Policies In Order

According to Gartner, “by the end of 2023, modern privacy laws will cover the personal information of 75% of the world’s population.” In all likelihood, the vast majority of your audience is already protected, which makes you liable for any privacy lapses.

This isn’t just a nice thing to do for your audience, nor just a smart thing to do to steer clear of regulators and legal action. It will also have an impact on your ability to do business with partners and even obtain funding. Everyone will be paying attention to privacy and security because the downside risk will grow increasingly steep.

That means you don’t just need to have your policies in order; you need to be able to demonstrate convincingly that your risk-mitigation action plan is in place and

Make Digital Security A Priority

Depending on your industry, you may have multiple departments with a hand in digital security-related decisions. Be sure that they are well coordinated, not (overly) engaged in turf battles, and focused on ensuring there are no gaps between various roles and functions.

It’s likely that those gaps won’t be unique to you, which means they will be a primary point of attack for many threats. (The good news on this front, is that these common threats mean you won’t necessarily have to re-invent the wheel. There will be plenty of help available in addressing them.)

Ask A Lot of Your Digital Vendors

Your vendors who should be focused on security and have their own security teams or vendors in place.

Confirm that they are, of course, and also be sure that they are staying current with the latest threats and evolving their protections as threats themselves evolve. There is simply no room for relying on what worked yesterday in securing the privacy and security of your clients, customers, and partners, so be sure that the vendors and partners you chose because they were best-in-class remain best-in-class going forward. An annual audit is in order, as is having a team member or consultant for whom privacy and security is a full-time focus.

Remain Resilient

The pandemic isn’t over, sadly, and neither are the vast range of work solutions we’re seeing in remote work and worker mobility. And while the systems that support your remote work force may not be directly related to marketing security, compromises to employee access points will most certainly lead to at least the strong possibility of compromised client and prospect data.

I’m sure 2022 will bring us its share of surprises and privacy snafus, but the pandemic, in forcing more and more organizations to expand their work-from-home policies, has also helped foster more resilience and a more mindful approach to protecting the data and information of our customers. I expect that will continue and our ability as marketers to deservedly earn the trust of our audience will expand to meet the challenge of digital marketing in our extraordinarily interconnected world.

Andrew Schulkind

Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured? A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms find a more strategic and productive mix of tools that genuinely support online brand goals over time. With a passion for true collaboration and meaningful consensus, his work touches social media, search-engine optimization, and email marketing, among other components. He views is primary goal as encouraging engagement. Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew has presented at Social Media Week NY and WordCampNYC, among other events, on content marketing and web-development topics. His technology writing appears on the Andigo blog, in a monthly column on, and for print and online publications like The New York Enterprise Report, Social Media Today, and GSG Worldwide’s publications LinkedIn & Business, Facebook & Business, and Tweeting & Business. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")

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