Be intentional about how, and with whom, you activate your

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At Salesforce
When companies employ ethical personalization strategies, they see results.

Be intentional about how, and with whom, you activate your
data:
Be mindful of the partners you are selecting and intentional
about the type and quality of the data being purchased and
ingested. For example, when engaging with an activation partner,
ensure that you understand the chain of custody for data being
provided to the partner. What happens after the activation
partner uses the data for your campaign? Is it deleted? Reused?
Review each contract with your activation partners to ensure that
there are clear obligations with respect to the care, custody, and
control of any data sent to the partner.
At Salesforce:
Brands should make the value of user
data clear to consumers. Consumers want to know why
marketers need the data they collect — our strategies
aim to ensure it’s secure, and provide transparency
particularity around how it’s being used and shared.
At Salesforce:
Data Cloud’s available integrations with
a wealth of third-party data brokers and providers allow
you to incorporate third-party data into your first-party
segments, expanding your reach and ability to further
personalize your ads and online experiences.

11
TRENDS IN E THIC AL MARKE T ING
SALE SFORCE
By following where consumers lead on
personalized marketing, businesses can
fine-tune their outreach to drive conversations
and connections, not just wasted copy that
doesn’t prioritize the potential customer
reading it. Over time, the investments made
to market responsibly become simultaneous
investments in marketing efficiently, and
can raise both revenue and trust.
When companies employ ethical
personalization strategies, they
see results.

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