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.
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.
GDPR – the General Data Protection Regulation – comes into force this week and the majority of businesses will likely be prepared. So, how will being GDPR compliant benefit their marketing function? For those who aren’t prepared, can they expect penalties? The UK DMA’s director of policy and compliance, John Mitchison, explains.
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.