The arrival of General Data Protection Regulation(GDPR) has been in the horizons for a while but now as the start date for this upcoming regulation has been set for May 25th 2018; it has become crucial for businesses engaging in digital marketing to be well prepared for this eminent change.
In this article, we have planned to take an in-depth approach while explaining GDPR, for those of you who are seeking clarity on the nitty-gritty details. Having said that the interpretation and perspective built around this regulation can be quiet variable.
Any marketer knows that user info is the currency that determines the success and failure of any marketing campaign. The main intent behind GDPR is to protect the data privacy of the users so that the information provided by them is used responsibly by digital marketers. This implies that everything from an email address, to a name, IP address, photo and more are included when it comes to customer information.
Essentially the main reason behind the implementation of GDPR is to empower the individual rights for web users to control the personal information shared with companies.
How Would GDPR affect digital marketing & Sale?
1. Permission to opt-in or opt-out
Under GDPR, permission has to be explicit. Companies have to have the ability to supply evidence that an individual has chosen to opt-in into communications and did not only fall onto the record by default such as assessing the unchecked ‘opt-in’ box on a form. ‘Double opt-in’ are also best practice; in which opt-in is followed up with a ‘click to validate’ email.
But for corporate or company information, ‘implied consent’ means marketers can email somebody, provided that individual had the choice to opt-in for the emails at the time of purchase.
Unless you are confident that your database doesn’t have any private data e.g. email, telephone number, our recommendation is that you stay as compliant as possible.
2. The cookie Rule
Cookies fall under the GDPR range, provided that they may identify people through device monitoring, mixing information along with different information or by treating folks as unique.
Will cookies require permission? Yes, and so, clear opt-in. As an instance, if a visitor lands on your own website for the very first time. You need to keep cookies blocked or ignored before the person requires any permission activity. Much like email marketing, permission is subject-specific or purpose-specific and, even if the website uses cookies for various purposes, it must find explicit approval for every one of these.
Website managers need to ensure a smooth user experience when surfing and, at precisely the exact same time, supply top selection for permission in a manner that is friendly and also the least intrusive.
3. Third-Party Conformity
For most marketers, third-party tools and marketing technology providers (i.e. advertising automation platforms, CRM etc) form a majority of their digital database. In cases like this, it’s significant that marketers check that their tech suppliers are prepared and ready for GDPR compliance. With steps in place to store and process, and incorporate information appropriately. Ahead of the May 2018 deadline, it is wise for entrepreneurs to:
- Ask providers to detail how they are going to store/process information to ensure GDPR compliance.
- Ensure there is a point of contact from each side, plus a procedure in place to handle any information breaches. Both sides must Have the Ability to respond fast to manage, react and respond in accordance with ‘Data breach notification’ legislation.
- Be sure to simply collect information that that’s necessary, or falls under a ‘legitimate interest’.
- Make sure it is possible to delete information if the user stops the service, also they should be able to download their own data when asked.
4. GDPR Scale
Now that we have made it clear how crucial user data security will become once GDPR is fully applied. Now let’s move on to how much of the user information be allowed to be used by businesses.
As most of you are aware that platforms like Google or Facebook.com have certain functionalities. Asking users to provide their personal info for a variety of reasons, now the question is where does GDPR come into all this?
Well, the answer is clear, GDPR will create levels on the basis of which the type of information. That is being been collected will be determined. And platforms need clearly communicate to the user on the details of how their provided info will be used by the businesses.
Let’s call it the GDPR scale shall we, this scale applies the principle of “purpose limitation”. Under which personal data must only be “collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes”
5. Rise of the Inbound Techniques
With all the upcoming restrictions regarding customer privacy and data protection, the increase in the application of inbound techniques by the marketers is bound to happen. As Inbound marketing implicitly dictates that the consumer should come to the business, rather than the other way around. Inbound marketing also knows as content marketing aiming to provide the users with a more personalized experience. Hence resulting in improvement in customer service.
Gated content, organic and paid social media, website registration pop-ups, webinars, event subscriptions, etc. Can generate leads, enrich our clients’ adventures or drive sales or conversion. What we must do today is to make our audiences aware of exactly. What we will do with the data we gather and where we store/use it.
Disclosure:
Although the above-mentioned points are the product of the extensive research done by us, however as we have mentioned above as well the interpretation of the regulation can vary from business to business. It is strongly advisable for businesses to consult an advocate beforehand in order to ensure 100 % compliance.
Few final words!
Now it may appear from the above-mentioned points the arrival of GDPR might paint a bleak picture for the future of digital marketing, however, if business to adhering inbound principals the quality of customer service will amplify through leaps & bounds without having to worry about GDPR restrictions.
Now hate to state the obvious but better customer service means a happy customer. Which results in customer loyalty and so on and so forth, we’re sure you get the gist.
Well, that’s our uptake on this, will keep you posted!!