4 Ways Data Privacy Regulations are Changing the Marketing Landscape

4 Ways Data Privacy Regulations are Changing the Marketing Landscape
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General Data Privacy Regulations (GDPR) will soon bring many changes to businesses, particularly the way companies collect and store data. Basically, the GDPR will reduce the amount of customer data that organizations can collect to protect consumers by setting limits and becoming stricter on what data can be collected and how long it can be stored, among others. This includes mobile phone data. Consequently, defying the GDPR can result in penalties by as much as 4% of the business’ global annual revenue.

In about a month, the GDPR will come into effect, so businesses should start preparing and considering processes or tools that can help them abide by its rules.

Apart from that, businesses must also be aware of how the GDPR will affect the marketing landscape.

  • Lead Generation

Marketers must get consent if they intend to use their customer’s data when sending marketing by email and if they will share the customer’s details with other companies.

Through checkboxes, for instance, you can explain your intentions to your customers further and avoid complaints or related issues. The checkboxes depend on what data you want. Just be clear and specific with what you want to gain from your customers.

However, some benefits require data, but not all customers choose to avail it. In this scenario, they don’t have to give any personal data. You can always give a privacy policy explaining that a customer can say no anytime, and should explain what data you want and why it is collected.

  • Database Management

You must improve the way you manage your data, and ensure that you have records that prove what you’ve collected is accurate and consensual.

There are multiple components to help achieve this such as content, relationships, access, change management, and processing—all of which connect data into one file to make sure everyone in the business uses data in the same way.

  • Consumer Profiling
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Keep in mind that customers have more control over the data they give, and they have a list of rights they can practice—from having the right to have a copy of their data, revoking their consent, automating decision-making and profiling to asking their data to be removed—all of which make it a bit more difficult for marketers.

  • Cold-Email

Say bye-bye to old-school tactics like contacting anyone without their consent because this will be illegal under the GDPR.

The best thing a marketer can do now is to provide individuals content in consensual exchange for their email address, better known as email marketing. Through email marketing, you can provide an individual information about your promotions or marketing offers.

With the development of the GDPR, businesses should focus on protecting and building a better relationship with their consumers. Having a better marketing strategy will not only help improve the business, but will also earn your customer’s trust and establish a good relationship, which is essential in the growth of your business.

Author Bio: Johanna drives the product and data strategies at PureB2B