In this article, we explore how technology holds the key to ensuring data is accurate, up-to-date and ready for use. In today’s regulatory climate, it’s not just good for business: it’s essential for legal compliance.
Since GDPR came into force and with ever-tightening rules surrounding data collection and the data user, marketers are being urged to be more ethical, less intrusive. But Ardi Kolah argues that the issue is not about marketers’ sensitivity – or the lack of it – but with our own deepening digital trust.
An increasingly digital, fintech-driven industry needs not more marketing, but better marketing, to ensure it’s successfully identifying consumers’ real needs and finding powerful and successful ways to engage with them. Post-GDPR, Lucian Camp points to the current crisis of data privacy concerns and trust issues and says marketers should now learn to manage consumer distrust, rather than to try to tackle the impossible task of restoring it.
Take another look beyond the ‘big’ at your historic, ‘old’ data – you might be surprised to see how well it can be leveraged to take your marketing campaigns onto another level. Michael Deane has tips to show how better results can be achieved.
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.
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:
Retailers are facing another wave of disruption triggered by digital technologies. Find out which retailers are leading the way and why, if you haven’t already, you need to start including them in your plans.
Sit up and take notice, says Tim Haynes – the latest news headlines surrounding alleged data misuse will mean even brands that collect and use data ethically and in good faith will struggle to persuade customers to trust them. Here’s some practical advice on building consumer trust – and how to put marketing ‘skulduggery’ firmly into the past.
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.
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.