GDPR became law on May 25, 2018. How did marketers react? How did the general public react? Here’s a round-up of surveys, polls and opinions about the GDPR opt-in opt-out preparations and the way ahead.
If marketers in the US want to continue selling into the world’s largest digital single market, they need to figure out carefully how the new General Data Protection Regulation affects their database . . . or they are in for a nasty GDPR shock, says Ardi Kolah.
Here it is! Everything you need to know about the GDPR, from what it is to how it affects you and your brand/business – wherever you are in the world. We have put together a full GDPR resource – a complete guide to the General Data Protection Regulation and how to make sure you comply with the new law, both before and after its enforcement date, 25 May 2018.
Keeping data clean is at the core of compliance and competitiveness, says Stuart Huke. And the professionals who are focused on data quality are now at the top table of businesses across the UK and Europe – thanks to the GDPR spotlight.
Thanks to the ever-evolving social media effect, the customer now has a voice; an opportunity to verbalise and thus influence the customer experience. But Professor Steven van Belleghem says social media wield far more heft than mere comment on company performance. Here, he discusses the potentially sinister side of influence.
We all know that engagement is vital, so why are so many marketers rubbish at it? A recent report has found companies are still not sufficiently tailoring their communications to customers throughout the lifecycle and it is surprisingly common for global marketers to send un-personalised emails. In fact, fewer than a third of businesses have a ‘defined’ audience engagement capability for their email campaigns. So, is your customer engagement poor? Check out the report evidence and heed the solutions:
Will the person you are emailing open your message? Will he or she click through? The answers depend entirely on trust; what faith the recipient has in you – it boils down simply to sender reputation. Here’s how to check yours stands up to scrutiny – and thus your email message makes it successfully through to your intended recipient.
Organisations are aiming to futureproof and broaden their own technology landscape– but they should avoid focusing on innovation for innovation’s sake, says Tomas Salfischberger. When it comes to marketing technology, make the most of what you’ve got – deploy digital optimisation instead of re-engineering the entire process. Focus on software that can be integrated into mission critical systems to make sure you are getting the most out of your data; streamlining the customer journey and delivering truly personalised experiences. Here’s how:
Is the culture of measurement killing creativity? How do marketers achieve a symbiotic relationship between two apparently opposing concepts – art and insight – combining a variety of skills to see campaigns through from start to finish? When it comes to balancing data and creativity, Rebecca Manville has some sound advice.
GDPR non-compliance will cost those who risk it up to 4% of global turnover. But even without GDPR fines, most marketers know that dirty data hits the bottom line. Royal Mail research has revealed what brands and agencies are doing to plug the ‘leaky bucket’ of customer churn – to cleanse, validate and improve the quality of the data they hold. Jim Conning examines the findings.