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.
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.
MINT – GDPR: expert panellists were discussing the impact of the new data protection regulation during MINT, the major marketing summit event in central London. Philippa Donn was there to report back on their advice.
The EU’s General Data Protection Regulation (GDPR) comes into force in May, but many organisations still need to seek consent, ensuring individuals have actively opted in to the collection, processing and retention of their information. Sarah Taylor examines a study from SmartFocus which shows how the need for GDPR consenting affects organisations globally – and she discusses the optimum time to avoid GDPR unsubscribes.
Research reveals that many marketers across Europe and the US still haven’t figured out the changes they need to make for their businesses to become compliant with the incoming GDPR, or the impact that new data protection law will actually have on businesses. The level of understanding of the implications is a concern, says David Fowler, but there is still time to take action successfully as the countdown to GDPR implementation begins.
Some industry commentators have called time on the current ad tech ecosystem for in-app advertising, citing GDPR – the incoming data protection regulation – as its death knell. But Rodric Bark sees this as a GDPR revolution – an opportunity for the industry rather than a threat, delivering data protection and improving targeting. Here’s how:
The forthcoming GDPR is designed to help protect consumer data, not to hamper businesses and hog-tie them with red tape. Those businesses that adapt to the changing rules – that turn big data into smart data – will survive and thrive, says Julie Neilson, explaining how marketers in the retail, automotive and financial services sectors are surmounting the obstacles and reaping the opportunities . . . showing that it can be a case of new privacy rules OK!
First, computer cookies as data collectors and now AI, bots and myriad automation – they are all bringing a level of ease and convenience to our lives as consumers; offering targeted ads, using our locations and preferences for relevance, saving us our valuable time. But they also offer unease and concern . . . followers or stalkers, assistants or snoopers? Just how far can technology – and brands and even governments – go when it comes to gathering and using data? It’s all about ethics, says Steven van Belleghem, delving into the great privacy & technology debate.