How Will The GDPR Impact On Digital Marketing?
In today’s modern world, personal data is being collected at an incredible rate. The websites you use, the places you visit, the calls you make, and even the pics you click will be recorded, measured and leave a digital footprint – a footprint that is fast becoming a prized resource. In the year 2017, the Economist called personal data as the world’s most valuable resource ahead of oil. Because of how the companies communicate with their customers and how it positively impacts the customer experience.
However, as the personal data is valuable, it is highly suspected that the companies may misuse or theft their personal data. This has led to customers demanding to know how companies use and store their personal data. On the whole, customers are not convinced how the companies are protecting their data. When it comes to GDPR for marketing, what makes more upsetting is that 41% of marketers admit to not fully understanding both the law and best practice around the use of consumer’s personal data. In fact, that’s right! The company/website that use customer data mostly doesn’t fully understand how they should use and should know what is GDPR impact on digital marketing.
So, it’s clear that something needs to be improved to regulate the personal data management and to protect consumer interests. So, in 2018, the European Union introduced GDPR – a new set of laws, which are specially intended to protect consumer personal data and inform the decisions of marketers in all member states.
What is GDPR?
GDPR – The General Data Protection Regulation is a new digital privacy regulation that was introduced on the 25th May 2018. The main agenda of GDPR is to standardize a wide range of different privacy legislation’s across the European Union into one central set of regulations that will defend users in all member states.
This means that all the companies/websites need to build new privacy settings into their digital products and websites and having them switched on by default. GDPR also suggest that the companies require to conduct privacy impact assessments, document the ways they use personal data, strengthen the way they seek permission to use the data, and improve the way they communicate data breaches regularly.
If any company fails to comply should pay fine up to €20 million or 4% of your global turnover!
How does GDPR impact marketing?
GDPR might seem tough especially for solo-practitioners or smaller businesses. There are three major areas that marketers need to worry about – data permission, data access and data focus.
Let’s have a look at the three key areas.
- Data Permission
It is about how you manage email opt-ins, people who request to receive promotional material from you. You can’t assume that they want to be contacted. In the future, they need to express consent in a ‘freely given, specific, informed, and unambiguous’ way, which is reinforced by a ‘clear affirmative action’. However, if the consumer personal data is stored and also used for marketing communications, then it subjected to the violation.
To be clear:
No marketing communication is to be sent out to the referee’s mail.
- Data Access
The right to be forgotten has become one of the most talked about rulings in EU Justice Court history. GDPR introduction offers a new method to gain more control over how their personal data is collected and used including the ability to access or remove it in line with their right to be forgotten.
As a digital marketer, it will be your liability to make sure that your consumers can easily access their personal data and remove consent for its use.
- Data Focus
As a digital marketer, we can all be guilty of collecting more data from a person than we actually need. Ask yourself, do I really need to know someone’s favourite movie before they can subscribe to our newsletter? Probably not! GDPR just requires to legally justify the processing of the personal data you collect.
This means you need to focus on the data you need, and stop asking for the nice to haves. Just avoid collecting any unnecessary data and stick with the basics.
GDPR is a big modification to the way in which companies/websites operating in EU countries handle personal data, with fines of up to €20 million if you fail to comply. Well, if you know about the GDPR impact on digital marketing in advance, then you’re not going to face issues related to GDPR.
Is your digital marketing team ready for GDPR now?