The journey all led to 25 May 2018, and now that GDPR is here, what does that mean for your business? Do you know how to maximise your campaigns and still being compliant? Whilst there has been a lot of coverage about GDPR, many businesses are still uncertain about what it means for them and how they can work alongside GDPR.
So, we thought it might be useful to cover some of the main points you should take from the recent regulation changes.
GDPR gives all EU citizens increased control over their data.
The main controls that have impacted our the marketing industry are:
- A higher standard of consent. The biggest change brought on by GDPR is how these new standards have impacted Marketer’s consent mechanisms. Whilst GDPR makes it clear that an indication of consent must be unambiguous and involve a clear affirmative action (an opt-in), in addition it also requires distinct (‘granular’) consent options for distinct processing operations. Consent should be separate from other terms and conditions and should not generally be a precondition of signing up to a service. Marketers must keep clear records to demonstrate consent.
- The right to restrict processing; Individuals have the right to ‘block’ or suppress processing of their personal data, and
- The right to object – Individuals have the right to object to:
- Processing based on legitimate interest;
- Direct marketing (including profiling).
How can performance marketers harness these changes in consent?
As consent has been one of the key principles of GDPR, lots of businesses have been left wondering how this affects their databases and how they can communicate with prospective customers.
The opportunity that comes with this newly refined consent, from a performance marketer’s perspective, is very bright! In the past marketing efforts might get stalled by lost leads or unengaged addresses but with GDPR you can purge irrelevant return-over-time information like this in exchange for a lean, finely-tuned database of highly relevant leads and potential customers who are genuinely interested in what you are offering.
With this information at hand, you will be able to experiment with niche marketing, tailoring your message to the specific needs and habits of a clearly defined audience with a known interest in your brand. By utilising GDPR to adopt a granular marketing approach, you will see higher social sharing, click-through and most importantly conversion rates. Alongside this, as your marketing budget and efforts are used more effectively, you will also see an increase in your Return on Investment (ROI) too!
GDPR values across the industry
As we mention, one of GDPR’s key principles is that organisations should implement an opt-in policy and have a data subject’s consent to process their personal data first and foremost.
Another vital principle GDPR has implemented is that it is your responsibility to ensure that your data sources are GDPR compliant (regardless of whether it is existing data or data you are purchasing from a supplier) otherwise your company could be hit with a large fine and reputational damage. With this in mind, it’s important to ensure all suppliers and partners you work with have the same values as you as there is nothing better than having peace of mind that the companies you’re working with are GDPR compliant.
We operate on principles of open, honest communications and transparency. Our websites and web capture forms are all GDPR compliant. We’ve engaged in several external audits leading up to, and shortly after 25 May to ensure our commitment to compliance gains that competitive edge.
Commitment to GDPR compliance is an ongoing process!
Over the past 18 months we have undergone 3 separate external audits performed by trusted industry experts so we could bring all our processes in place for GDPR compliance.
Our team continues to work closely with the UK regulator the ICO (Information Commissioner’s Office) as well as industry experts such as the DMA (Direct Marketing Association) to ensure we get a clear, wider-world view of GDPR compliance.
We know that learnings from GDPR will continue to develop how we utilise data compliantly to get the most out of campaigns and we will keep you abreast of these! We’re working on our most recent audit that commenced around GDPR enforcement. We will keep you informed of any further changes once our review is done!
Who can I chat to about my GDPR needs?
If you are keen to learn more about how you can make the most of the GDPR changes and how we can bring new customers to you, please get in touch with our General Manager, Adam.