Creating digital confidence

Globally, we create a staggering amount of digital content. Unimaginable amounts of data are generated globally every day, at a rate which continues to rise.

These huge volumes of data present a challenge to modern marketers – more content means more responsibility. Digital compliance has become a significant part of their role. Every brand is now its own media engine, requiring absolute oversight of its digital assets. Today’s marketers must even monitor how others interact with that content out in the wider world.

Previously, we discussed the ways in which digital compliance can be turned into a business advantage, through building brand trust, consumer loyalty, and garnering accurate and powerful data insights that can drive efficiency and impact.

Digital compliance plays another vital role in modern businesses, giving leaders the confidence to deliver brand content strategies, safe in the knowledge they do so with optimum risk mitigation.
 

Transforming digital compliance
 

During the pandemic, digital adoption and transformation accelerated at an unprecedented rate. But what impact did this digital land grab have on compliance?

The risk industry has evolved at pace over the past four years and leaders no longer have to choose between digital innovation and compliance. Technology, from auto-detection software to response solutions, can monitor digital content, flag any potential risks, and even calculate the best course of action, ensuring compliance without disruption to the organisation.

This technology allows companies to balance content creation and control. When you understand the risks at a granular level, this also creates new possibilities. Risk analysis can be flipped into an opportunity to optimise your digital estate.

Confidence across the risk spectrum
 

Brands need to interact with consumers across a raft of digital channels – they need to be where their customers are. This is why the vast majority – 95% – of FTSE 100 firms have a social media presence. As the number of touchpoints increase, so does the attack surface.

At Deloitte, we understand the likely risks to your digital marketing activity, and the negative impact this can have. We can help you to develop a strategy to manage and mitigate these risks. In practice, this may mean increasing spend on certain sites or platforms, where risk is lower and the impact greater. 

Some key channels may be accessed through third parties. Digital compliance ensures that you manage your relationships with these agencies and partners, ensuring that they too handle customer data and privacy as carefully as you do.

Using risk as a lens to assess the performance of your agencies not only helps you understand online exposure, but also gain visibility of any low-value activities undertaken by partners and third parties online. Again, technology has a role to play here, as it can discover and probe into digital assets that you don’t have direct access to and discover whether your brand has a presence on platforms that you don’t want to be on.

Ask the experts
 

What should you do when a customer messages your organisation directly on social media? As a marketer, you know how to engage and delight the fans of your product or service better than anyone, but it can be helpful to take advice when it comes to compliance concerns. If, for example, you represent a company selling age restricted products and receive an Instagram message from an underage follower, you need the right process in place to handle that.

With the right support and advice, you can ensure that your brand is protected through tools such as age gating. Crucially, if there is a crisis – and marketers must be pragmatic about this possibility – you will know how to mitigate the impact, and how to benefit from the strategic learnings too.

Build your digital confidence and tap into our expertise. We can design and deliver solutions and controls, providing the visibility and response mechanisms you need to identify and respond to non-compliance, while mitigating risk impact and occurrence.

Compliance is no longer a ’nice-to-have’ but, equally, technology ensures it doesn’t have to be a chore. In today’s competitive online world, using risk as a lens to assess performance can be a powerful differentiator.