Good morning, marketers, CCPA is really here.

Theoretically, it has been in force since the beginning of the year, but the grace period for compliance closed after six months, so it’s time to pay attention to it if your business meets certain criteria (see below).

But is it really time to pay attention specifically to CCPA? It does differ in a number of respects from GDPR. In many ways it is less draconian, affording narrower rights to consumers, and adopting an “opt-out” rather than “opt-in” model. Businesses already compliant with GDPR shouldn’t face too many obstacles complying with CCPA.

The question is, in the absence of any sign of pre-emptive federal regulation, what’s next? Which states will be next to the regulation game? Will they be stricter or more lenient than what’s already out there?

Data privacy regulation isn’t going away, and the form it will take remains unpredictable. That’s why future-proofing makes sense—which means facing up to the challenge of taking such detailed care with your customers’ data that you can get out in front of whatever is coming down the road.

Is that desirable? Practicable? Let me know: kdavis@thirddoormedia.com 

Kim Davis,
Editorial Director

 
 
 
Data Privacy
 

CCPA’s grace period is over

While the California Consumer Privacy Act (CCPA) has been in force since January 1, 2020, the six-month grace period afforded for compliance ended yesterday. It won’t impact all businesses operating in, or selling into California. But it will affect businesses with:

  • Gross annual revenues in excess of $25 million;
  • Control of personal information for 50,000 or more consumers, households, or devices; or
  • Half of their annual revenue derived from selling consumers’ personal information.

Penalties for violations may seem low—$2,500 for unintentional, $7,500 for intentional—but the numbers can multiply fast if large numbers of individual consumers are affected.

Learn more here »

 

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CMO
 

Are CMOs too optimistic about 2021?

New research by Gartner confirms the sense that many CMOs are anticipating an end to COVID and a return to normality in the short- to medium-term. Their C-suite colleagues don’t see the world in quite the same way, with CEOs and CFOs planning for a second wave of COVID and an extended economic downturn.

Marketers might be happy to learn that they’re not top of the CFO’s list for cuts next year (their budgets largely survived this year’s troubles). Real estate is number one on the list, not least due to more people working out-of-office indefinitely. But marketing is number two.

Other findings, explicable in terms of the COVID environment, are a new emphasis on brand, and less patience for analytics. The survey also seems to support Gartner’s contention that personalization is not turning out to be a magic solution to everything.

Learn more »

 
MarTech Minute
 

A new alliance supports open and best-of-breed tech suites

The MACH Alliance has been launched to promote alternatives to all-in-one enterprise technology suites. The Alliance is a group of independent, future-thinking tech companies dedicated to advocating for open, best-of-breed technology ecosystems.

The “MACH” acronym, which stands for Microservices-based, API-first, Cloud-native SaaS and Headless, reflects the Alliance’s belief that this type of tech ecosystem can better serve enterprises, especially when it comes to digital commerce innovation. The MACH Alliance is committed to helping companies adopt and adapt the best and most agile systems, processes and skills to turn their digital practices into business differentiators.

Why we care. The challenge to comprehensive suites provided by single vendors continues to grow. It will be interesting to see if “alliance” models like the one highlighted above stand a chance against ecosystems tied to major players like Marketo, Salesforce and Hubspot.

Other announcements:

 

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