GDPR in Digital Marketing – Threat or opportunity

There are many written and spoken things about GDPR. Employees in digital marketing are not sure how the GDPR will affect them, what they can do, what about the existing database, whether the way of collecting the data so far complies with the regulation and so on. A lot of questions are being asked and the answers are difficult to find. In this text, we will try to bring you closer to this issue. The most important thing that changes with the arrival of GDPR on May 25, 2018, related to digital marketing, is that you will have to have the consent of sending promotional content from then on. What does that mean? The assumption is that on average only 25% of your database complies with GDPR. This is the data you have access to in a way that the respondents have voluntarily entered your mailing list. What to do? Delete unnecessary data and collect consent for those prospects. Do not mark in advance the checkbox. It is not in line with GDPR. The checkbox must be “physically” marked. Enable users to update and delete their data. Specify how long you will keep their data.

 

The second important thing is the purpose for which the data was collected. As a service provider and a company that collects data, you will have to clearly and unambiguously write for what purpose you will use the collected data. If you use them for the purpose of submitting bids and deals, you can’t use them, after any successful co-operation, for the purpose of self-promotion. To use personal information for this purpose, you will need additional consent. Likewise, if you collect data for the purpose of sending promotional emails, you should keep in mind that only the necessary information is collected. Take for example IT services. Your name, family name, email address, and business name are quite a sufficient amount of information for this type of activity and according to GDPR, you are not allowed to collect age or gender data for that purpose either. Age or gender is not a necessity for sales of  IT services. While a clothing or footwear seller needs age or sex information for the same purpose – selling. The goal of GDPR is to access personal data conscientiously, to maximize the privacy of EU citizens and to collect the minimum amount of data.

 

Is GDPR an opportunity or a threat to Digital Marketing? If we coordinate in time, we will surely benefit from GDPR. How? With a clear policy of dealing with personal information, we will gain more confidence from end users. We will not waste time on clients who are not interested in our products and services, but we will focus on quality content with those “essential.” The users will not tag our mail as spam. Although we will need a lot more time to collect contacts and their consent, they will be better and more ready to take action. Better quality contacts will result in better quality campaigns. The result should be increased sales and, in the end, increased profit.

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