Forecasting the top tech trends has become a New Year’s rite of passage, but there’s no mystery about what will be one of the most compelling changes to hit marketers in 2016.
This will be the year that enterprises undertake significant initiatives to secure data and ensure user privacy, particularly as the European Union looks to impose draconian penalties for companies failing to do so for EU citizens and residents.
Digital marketers in the US have tended to put data privacy in the back seat, unlike in Europe, where users’ right to anonymity enables them to explicitly opt out of…