In 2016 the concept of digital governance continued to grow in importance within many brands. Previously, good governance was perceived by many as the domain of the riskaverse ‘naysayers.’ now, it is being increasingly recognised as a key enabler of progress, allowing companies to embrace technologies more rapidly.
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Consumer vs. compliance: the inability of policy to govern rapidly evolving developments has resulted in situations where a brand can easily be legally compliant without being aligned with consumers’ expectations. Discussions around how brands can effectively secure sustainable data flows have repeatedly highlighted the need to look beyond compliance in order to strengthen relationships with consumers.
Privacy & data protection: data protection has been high on the agenda following the adoption of new, stricter privacy rules in Europe. Discussions focused on what the new regime will mean for the relationships between brands and their consumers. Whilst many brands want to get closer to their consumers, the new rules will push marketers to be more creative in how they communicate complex privacy policies and terms and conditions in an understandable and transparent way.
Control vs. creativity: the number of risks presented by the online ecosystem has led many brands to implement robust governance standards across their operations. However, these standards must have sufficient flexibility to allow marketers the freedom to remain creative and dynamic. Strategies relating to digital security and copy approval processes have demonstrated the need to balance risk and commercial considerations.
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