The new GDPR aims to protect the personal information of consumers – but what does that mean for marketers who leverage that information to drive their businesses? Anthony Botibol shows how to personalise your marketing without losing the trust or the consent of customers – and without incurring the wrath of the GDPR law enforcers.
Industry bodies and publishers are taking action to combat online fraudsters, aiming to rout those who put brands’ reputations at risk. They are tackling ad fraud by developing better standards of best practice in digital advertising and are promoting greater transparency by increasing regulatory controls. Chris Liversidge discusses programmatic advertising and the problems that can cause, but says there needs to be a balance between introducing more rules to deter the bad guys, without defeating the industry’s good guys.
How can marketers navigate the details of the incoming GDPR to avoid legitimate interest pitfalls? In Recital 47 of the GDPR, legitimate interest is described as ‘processing of personal data for direct marketing purposes’, but these words have created the common misunderstanding that this means all marketing and even soft opt-ins. Guy Hanson says this is not the case and not all email marketing or all sending of direct marketing material is permitted. Here’s what the wording doesn’t say.
GDPR D-Day, May 25th, will usher in spring-cleaned and scrupulously hygienic databases, sparkling with freely-given consumer consent, supercharging the effectiveness of your marketing. Alison Smith says this GDPR new era of perfectly targeted customers will result in tangible benefits for the organisations doing business with them. So, what’s not to like? She has advice on how to move forward to deploy the principles of best-ever practice that are about to be enforced.
We are on the brink of a mega shake-up of data privacy rules – one that has caused a tsunami of stress and panic among businesses and organisations, all struggling to become compliant with the new General Data Protection Regulation in time for its May 25th deadline. GDPR will bite – very soon and very hard, but although there are plenty of negatives to be aware of, there are also many positives, says Duncan Hendy, citing an enhanced customer relationship as the ultimate reason for ensuring your database is squeaky-GDPR-clean.
Take a look at your business and your data and draw up a list of your marketing strategy pros and cons, says Sonal Patil. Data-driven marketing and how you use it – strategically and actually – is vital to your business’s growth. She says, if used effectively, a data-driven marketing strategy can create a big advantage in the marketplace. But if you ignore your data, or use it badly, you can significantly harm your relationship with your customers.
If a website takes ages to load and seems confusing to navigate around, the chances are visitors will sigh heavily and go find another website; their potential purchase lost. So, if it is obvious that a poor shopping experience costs online customers, why are so many websites still rubbish? It makes sense to keep visitors to your site happy and especially to ensure they return repeatedly – Yaron Morgenstern shows how valuable it is to create a slick, user-friendly experience.
It might be a grim necessity and a tiresome back-office expense, but tackling cyber security by creating digital resilience should be viewed not as a cost, but as an investment, says Ray Rothrock. Don’t build a wall as defence against cyber attackers, he says – that can prevent growth. Build an army to display how well your brand is continuing to invest in security and can thus be trusted. Here’s how: